The Impact of E-WOM and Digital Marketing on Unida Gontor Female Students' Wardah Product Purchase Decisions

Nusa Dewa Harsoyo (Universitas Darussalam Gontor)
Hasna Dini Nur Fuady (University of Darussalam Gontor)
Rusyda Afifah Ahmad (University of Darussalam Gontor)
Soritua Ahmad Ramdani Harahap (STKIP-STAI Babunnajah, Pandeglang)

TIJAB (The International Journal of Applied Business)
Vol. 10 No. 2 (2026): JUNE 2026

Background: This research aims to determine the influence of digital marketing and E-WOM on the purchase decisions of Wardah Unida Gontor students regarding products. Objective: This research examines the influence of digital marketing and E-WOM on the purchase decisions of Unida Gontor students regarding Wardah products. This study was analyzed with SmartPLS version 4.0.9.0. Method: This study employed a quantitative research design. Data were gathered through purposive sampling, yielding 112 respondents among Unida Gontor female students who had purchased Wardah products. Analysis was carried out using the SEM-PLS method. Results: Findings indicate that digital marketing does not significantly affect Wardah product purchase decisions, while E-WOM shows a positive and significant influence on those decisions. Conclusion: Contains Digital marketing had no significant effect on the purchase decisions of Unida Gontor female students. By contrast, E-WOM exerts a positive and meaningful influence on their decision to buy Wardah products. Keywords: Digital Marketing; Purchase Decision; Electronic Word of Mouth; Islamic Business Ethics.