This research was conducted in Indonesia with samples from the University of Jakarta. Data analysis was performed using SEM since the goal of this study was to test the theory, the technique SEM analysis conducted is based (Covariance-based SEM), the SEM approach that uses tools PLS. Tools that are used to perform analysis with the PLS approach in this study is SmartPLS 3.0. The data used are primary data for the independent variables (Lifestyle, Product Quality, Price, and labelling Halal) and Y (Decision Purchase) to see whether or not the influence of variables X (Lifestyle, Product Quality, Price, and labelling of Halal) to variable Y (Purchase Decision). This study aims to determine the effect of Lifestyle, Product Quality, Price, and Halal labelling of the Purchase Decision on vending machine BlueMart Jakarta State University. The population in this study are all users in the region the BlueMart Engineering State University of Jakarta. The data used are primary data collection method of data using questionnaires. The analysis technique used is multiple regression with moderating variables. The results show that: 1) product attributes a significant direct effect on purchasing decisions. 2) The halal label can strengthen a direct relationship between product attributes influence on purchase decisions. Adjusted R Square of 77.6%.