Abstrak
Abstract: Issues about the behavior of Muslim customers in choosing Online-Shopping are always interesting to analyze because their behavior patterns are always questioned whether they are in line with Islamic values or not. This study aims to estimate and elaborate in more detail whether the two important aspects in purchase decision such as psychological and personal aspects influence Muslim customers in choosing online-shopping, because these two internal aspects are integrated with the Islamic values of a customer. This study is a field research analyzed using a quantitative approach, with crosssectional data obtained from 970 respondents in 10 cities in Indonesia. This research concludes that purchase decision in Online-shopping is influenced by Psychology and personal aspect by 59.9%. Two of the personal indicators that are more dominant in influencing the decisions of Muslim consumers, covering the customer's perception that Online-shopping is a modern Muslim lifestyle, and most Muslims believe that the features of products and services purchased online reflect Muslim personality. This finding gives a contribution to stakeholders in designing a market-strategy based on Muslim behavior.