Main Article Content
The aim of this research is to measure the influence of attitudes, subjective norms and perceptions of 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. Simple random sampling of 410 working student populations was used as data collection. A total of 211 questionnaire results were returned and were valid. SEM method with SmartPLS 3.0 software is used as data processing. 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.
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