Abstract:

The study aims to determine the factors that affect Indonesian people’s intention to patronage halal restaurant from Japan and Korea by using Theory of Planned Behavior (TPB) like attitude, subjective norms, perceived behavioral control and moderated by religiosity. Data obtained from 246 respondents aged 17th and above, are Muslims, and have visited foreign halal restaurants from Japan and Korea. Data was performed by descriptive analysis and Structural Equation Modeling (SEM) with LISREL software. The result indicates that subjective norms and perceived behavioral control are significantly affecting Indonesian people’s Intention to visit halal restaurant, and that religiosity significantly and positively moderates perceived behavioral control towards Intention to patronage.