This study aims to analyze the effect of price perception, promotion, and product attributes with the halal label as a moderating variable on purchasing decisions on Wardah cosmetic products in the Special Region of Yogyakarta. The subjects in this study were people who had purchased Wardah cosmetic products at least twice in a period of six months. This study used 148 respondents who were determined by a sampling technique using a non-probability sampling technique with a purposive sampling method and then distributed questionnaires to respondents using Google forms. The analytical tool used is Multiple Linear Regression and MRA (Moderating Regression Analysis by using the SPSS 22 application program). Based on the analysis that has been obtained that the price perception, promotion and product attributes have a positive and significant effect on purchasing decisions, then the halal label does not directly influence the purchase decision, and the halal label variable cannot moderate the product attributes on the purchase decision