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. This research is successfully implemented TPB theory. TPB is an important social cognitive model that aims to explain variance in consumer behavior  and has been proven to be successful in doing so in many studies. 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, especially in Indonesian context. Furthermore, this study also reveals that perceived behavioral control has a significant correlation on intention and satisfaction, because in collectivistic cultures like Muslim culture, people tend to perceive themselves as interdependent with their group and tend to strive for in group rather than personal goals. Last but not least, there is a positive relationship or impact of purchase intention on satisfaction. One of the limitations is this study only covered Halal consumers in Indonesia, especially in Jakarta City. Despite its limited sample, the findings from this study can be used to better understand the purchasing behavior which related to purchasing and level of satisfaction of Halal products.

Keywords: Attitude, Subjective Norm, Perceived Behavioral Control, Purchase Intention, Satisfaction, Halal Food