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All Journal Jurnal Review Pendidikan dan Pengajaran (JRPP) Jurnal Manajemen, Ekonomi Sains JURNAL PIONIR Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Economics and Business Letters Jurnal Pemberdayaan Sosial dan Teknologi Masyarakat Innovative: Journal Of Social Science Research Priviet Social Sciences Journal Maslahah: Jurnal Manajemen dan Ekonomi Syariah Jurnal Pengabdian Masyarakat dan Riset Pendidikan Celebes Journal of Community Services
TENGKU SYARIFAH
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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E-WOM, influencers, and online reviews in Wardah cosmetics purchase decisions on Shopee Syarifah, Tengku; Wahyuni, Dian; Andriani, Tri; Sandini, Putri
Priviet Social Sciences Journal Vol. 5 No. 11 (2025): November 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v5i11.1599

Abstract

This study aims to determine the Influence of E-WOM, Influencers, and Online Customer Reviews on Purchasing Decisions. The population in this study was Shopee platform users in the Kisaran City area, the number of which cannot be known for certain. This study used the Wibisono formula. The data used were primary data, and this study was conducted online using an electronic questionnaire, namely Google form. The data analysis tool used multiple linear regression. The results of the study show the Influence of E-WOM, Influencers, and Online Customer Reviews on Purchasing Decisions. Simultaneously, E-WOM (X1), Influencer (X2), and Online Customer Review (X3) influence Purchasing Decision (Y), Fcount > Ftable (44.226 > 2.70) with a significance of 0.000 < 0.05. This shows that the research results H1 were accepted and H0 was rejected. While partially E-WOM (X1) has a positive and significant effect on Purchasing Decisions (Y), with a calculated t value > ttable, namely 3.693 > 1.98580 with a sig t value for the E-WOM variable (X1) 0.000 smaller than α 0.05, namely 0.000 < 0.05, Influencer (X2) has a positive and significant effect on Purchasing Decisions (Y), with a calculated t value > t-table, namely 3.693 > 1.98580 with a sig t value for the Influencer variable (X2) 0.000 smaller than α 0.05, namely 0.000 < 0.05 and Influencer (X2) has a positive and significant effect on Purchasing Decisions (Y), with a calculated t value > ttable, namely 2.067 > 1.98580 with a sig t value for the Influencer variable (X2) 0.042 is smaller than α 0.05, which is 0.042 <0.05, it can be concluded that H0 is rejected, H2 is accepted and the R Square coefficient is 0.577 or 57.7%. This shows that the Purchase Decision (Y) can be explained by the E-WOM variable (X1), influencer (X2), and Online Customer Review (X3), amounting to 457.7%, and the remaining 42.3% is explained by other factors not examined in this study.
A strategic model to enhance the competitiveness of halal MSMEs through halal certification, digital marketing, and creative branding Bakti, Surya; Syarifah, Tengku; Alawiyah, Nurul Hikmatul; Syahputa, M. Sandi; Mutia, Dea; Sariani, Sariani
Journal of Economics and Business Letters Vol. 5 No. 6 (2025): December 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/jebl.v5i6.1600

Abstract

This community service program was conducted to enhance the competitiveness of halal MSMEs in Binjai Baru Village, Datuk Tanah Datar District, Batu Bara Regency, North Sumatera Province, Indonesia, through three key interventions: halal certification awareness, digital marketing training, and creative branding workshops. The primary issues faced by MSMEs in this area include a limited understanding of halal certification procedures, low utilization of digital platforms for promotion, and weak brand identity, which affects product attractiveness. The program’s implementation method consisted of preparation, execution, and evaluation stages involving field observation, awareness sessions, hands-on digital marketing practice, and branding assistance. The results indicate a significant improvement in the participants’ understanding of the benefits of halal certification, their ability to use social media for product promotion, and their initial skills in designing brand identities and product packaging. The participants demonstrated high enthusiasm and were able to gradually apply the materials provided. Overall, this program successfully strengthened the legal, digital marketing, and branding capacities of local MSMEs, forming a solid foundation for enhancing sustainable competitiveness in the halal industry.
Co-Authors Adisti, Ayu Alawiyah, Nurul Hikmatul Ananda, Della ANDRIANI, TRI ANSHARI PUTRA Bakti, Surya Br Barus, Melyana Br Barus, Melyani CIK ZULIA Dermawan Dian Wahyuni Eddy Pangidoan Siregar Efendi, Zuhriyan Ferdiansyah, Rio Gulyanto, Bambang Halim Putri, Siti Indriani Halimatussaddiah Marpaung Heri Prasuhanda Manurung Hilda Yanti Br Torus Pane Indriani , Novita Lubis, Alweni Khoiriyah Lucky Satria Pratama Mia Aulia, Mia Mutia, Dea Nanang Hidayat, Mhd. Pratama, Yogi Prawira, Muhammad Rinaldi Rahmadani, Julia Sajidah, Qonita Sandini, Putri Sariani, Sariani Simanjuntak, Septiana Anas Tasya Siregar, Azizah Siregar, Hamida Sari Sofiyana Sofiyana Sri Susanti Ningsih Syafrizal Hasibuan Syahputa, M. Sandi syaifuddin syaifuddin Syapitri, Mira Tri Andriani Wahyuni, Nanda Sri