Indonesia’s halal food market has seen significant growth; however, understanding of the hierarchy of factors driving Muslim consumers’ purchasing decisions—particularly in the context of local micro, small, and medium-sized enterprises (MSMEs)—remains limited. This study examines the role of religiosity, affordability, and product quality in shaping Muslim consumers’ purchasing decisions at Raja Kebab, a restaurant in Magetan, East Java. Using a descriptive qualitative approach, data were collected from 16 Muslim consumers through methodological triangulation: an online survey via Google Forms, in-depth semi-structured interviews, and field observations. Thematic analysis based on the procedure by Miles and Huberman (1994) yielded three interrelated main findings. First, religiosity, particularly the assurance of product halal status, operates as a necessary condition cited by all respondents (100%) as the primary consideration in purchasing decisions. Second, the perception of price fairness plays a conditional role as a secondary factor, where consumers evaluate prices relationally against the spiritual value and quality received. Third, product quality consistency serves as a reinforcer of long-term loyalty, as evidenced by the 68.8% of respondents who make regular purchases. The integration of these three factors forms a decision-making hierarchy that prioritizes spiritual dimensions over commercial considerations, differing from conventional consumer behavior models. These findings contribute theoretically to the development of models of Muslim consumer behavior and offer strategic implications for halal food businesses in designing marketing communications that align with consumer values.