Abstract: Indonesia is most populous Muslim-majority country and its the world's 14th-largest country in terms of land area and world's 7th-largest country in terms of combined sea and land area. Nevertheless, based on Thomson Reuters data of 2016, the score of Islamic economic indicators Indonesia is ranked 10th, while Malaysia is ranked first. This research is implemented TPB theory with the aim of expanding some previous research in term of examining halal food purchasing behavior in muslim-consumers. Data are collected via questionnaires with purposive sampling technique. This research uses structural equation model (SEM) analysis to identify the impact of three independent variables on halal food purchasing behavior. The result shows that there is a positive relationship between attitude and purchase intention. Attitude is an important factor in influencing consumer intention in purchasing Halal products. Secondly, subjective norms is important in influencing consumers' purchase intention...........
Keywords: Attitude, Subjective Norm, Perceived Behavioral Control, Purchase Intention, Satisfaction, Halal Food.
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