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This study aims to determine the influence of halal labeling, consumer knowledge, and halal awareness on the purchase decision of SMEs' products with local wisdom as a moderation variable. The research method uses a quantitative approach with the research object of the Ternate City community, with a total of 250 respondents. Data analysis was carried out using the SPSS method. The study results show that halal labeling, consumer knowledge, and halal awareness positively and significantly affect the purchase decision of SMEs’ products in Ternate City. The relationship of influence is indirect; local wisdom can moderate the relationship between halal labeling interaction on purchase decisions, local wisdom is also able to moderate the influence of consumer knowledge variables on purchase decisions, and local wisdom can moderate the relationship between halal awareness interaction on the purchase decision of SMEs’ products in Ternate City. This research improves the purchase decision of SMEs’ products through halal labeling, consumer knowledge, and halal awareness, which is more effective. Halal labeling emphasizes the need to increase knowledge of the importance of halal labels in a product; besides that, consumer knowledge and halal awareness also have an important role in supporting SMEs’ business actors under the goals of Islamic Sharia.