Abstrak
<p>The research purpose is to increase gratitude for the blessings and gifts of God by means of hifzh<br />nafsh (nurturing the soul) in the analysis of the influence of students’ decision to purchase online primary<br />dishes from Indonesian Islamic University (UII) Yogyakarta. The research was a descriptive qualitative<br />approach based on the philosophy of postpositivisme. The sampling used was purposive sampling. The<br />respondents taken were 64 students of the Indonesian Islamic University (UII) Yogyakarta. Data collection<br />techniques were interviews or semi-structured interviews. The results of this study are priority factors<br />that influence students’ decision to purchase online primary dishes at the Islamic University of Indonesia<br />(UII) such as halal awareness, likeness, taste, price, health, curiosity, packaging, advertising, lifestyle, and<br />finally being followers.</p>