<![CDATA[This study aims to examine the effects of halal brand awareness, habit, and attitude on halal product purchase decisions among Muslim consumers in the Greater Jakarta area (JABODETABEK), as well as the mediating role of Islamic religiosity. A quantitative approach with a descriptive-causal design was employed. Data were collected through an online questionnaire from 117 respondents selected using purposive sampling. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The results indicate that habit has a positive and significant effect on halal product purchase decisions. In contrast, halal brand awareness and attitude do not significantly affect purchase decisions, although both positively and significantly influence Islamic religiosity. Furthermore, habit does not significantly affect Islamic religiosity, and Islamic religiosity does not significantly affect purchase decisions. The indirect effect analysis confirms that Islamic religiosity does not mediate the relationships between halal brand awareness, habit, attitude, and purchase decisions. These findings suggest that halal consumption behavior among urban Muslim consumers is driven more by habitual factors than by personal religiosity.Keywords : attitude, habit, halal brand awareness, Islamic religiosity, purchase decision]]>
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