This paper investigates the influence of the attitude, subjective norm, and perceived behavioral control on students' intention to choose sharia economics study program at IAIN Ponorogo. It took 108 students of the fifth semester of Sharia Economics Department at IAIN Ponorogo. The sample included 85 students that were calculated using Slovin formula and chosen randomly from the population. The study used a questionnaire and employed the 5 Likert scales. The study also employed Theory of Planned Behavior (TPB) to examine the role of belief, attractiveness, parental support, peers support, family culture, self-efficacy, and interest on intention. Path analysis was conducted using SmartPLS 2. The results show that students' choice in sharia economics study program was influenced by intrinsic factors, belief, self-efficacy, and interest. The extrinsic factors such as the attractiveness of study programs, parents, peers, and family culture did not influence the intention of students to choose sharia economics study program. The intention of IAIN students to choose to study in sharia economics study program was more determined by intrinsic factors, and not influenced by extrinsic factors. This is due to the strong influence of the religious factor of Islam which positions learning as part of worship and factors originating from students themselves. Further research at public universities needs to be done to find out other dominant variables. Based on the research findings, the Sharia Economics Study Program at Islamic Universities has a strong appeal for prospective Moslem students.