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Astri Nurhayati
Study Program Of Management, Faculty Of Economic and Business, Universitas Perjuangan Tasikmalaya
Economics, Econometrics & Finance

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The Influence Of Electronic Word Of Mouth And Halal Certification On Purchase Decisions For Wardah Products On Tiktok (Survey Of Wardah Consumers In Tasikmalaya) Astri Nurhayati; Depy Muhamad Pauzy; Gian Riksa Wibawa
Journal of Business Management Vol. 3 No. 1 (2026): November
Publisher : Utami Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/jbusman.v3i1.943

Abstract

The purpose of this study is to identify and analyze the influence of Electronic Word Of Mouth and Halal Certification on the Decision to Purchase Wardah products on Tiktok. The research method used was a survey, with data collected directly via a questionnaire administered to 100 respondents selected from Wardah product consumers in Tasikmalaya who had previously made purchases on Tiktok. The technique used was multiple linear regression. Based on the results of this study, it was found that there is a significant simultaneous influence of Electronic Word Of Mouth and Halal Certification on Purchasing Decisions. Electronic Word Of Mouth has a significant partial influence on Purchasing Decisions, and Halal Certification has a significant partial influence on the Decision to Purchase Wardah products among consumers in Tasikmalaya.
Co-Authors Depy Muhamad Pauzy Gian Riksa Wibawa