This study aims to examine the effect of halal labels on purchasing decisions with brand image as an intervening variable in rice processing companies. The study investigates the effect of halal labels on purchasing decisions, the effect of the halal label on brand image and the effect of brand image on purchasing decisions. The research method is quantitative and carried out using an online questionnaire distributed through social media. Determination of the research sample used a purposive sampling method, with the criteria of consumers of rice processing companies domiciled in the last year. 345 filled questionnaires were collected and processed using structural equation modeling (SEM). The results show that the halal label and brand image had a significant effect on purchasing decisions, brand image also played a mediating variable between the effect of halal labels and purchasing decisions. The study contributes to the theory that halal labels and brand image had a positive impact on purchase intentions. Company managers apply a halal label and create a brand image to increase purchase intention. Meanwhile for the industry, the research can be an important reference for consumer responses. Moreover, for academics, the results of this study become a reference for knowledge related to factors related to consumer purchasing decisions in consuming rice including the halal label, price, and brand image aspects.