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This study aimed to measure the effect of attitude, subjective norm and perceived behavioral control on purchase behavior of working students in a private higher education in Tangerang which are mediated by purchase intention and moderated by halal awareness. Data collection was done by simple random sampling to 410 population of working students. The returned and valid questionnaire results were 211 samples. Data processing was used SEM method with Smart PLS 3.0 software. The results of this study concluded that attitude, subjective norm and perceived behavioral control have a significant effect on purchase intention. Meanwhile, purchase intention have a significant effect on working student purchase behavior, and halal awareness moderated effect of purchase intention on purchase behavior.

The Role of Halal Awareness on Purchase Intention of Halal Food: Evidence from Indonesian Working Students