<![CDATA[This study examines the influence of social media, electronic word-of-mouth, and Islamic influencers on halal tourism decision-making among Indonesian Muslim consumers. It also investigates whether electronic word-of-mouth mediates the relationships between social media and halal tourism decisions and between Islamic influencers and halal tourism decisions. Primary data were collected through an online survey using purposive sampling, targeting Muslim consumers exposed to halal tourism information through digital platforms, particularly the “Indonesia Halal Tourism” Facebook community. A total of 300 valid responses were analyzed using Partial Least Squares Structural Equation Modeling. The findings reveal that social media and electronic word-of-mouth do not significantly influence halal tourism decisions. Islamic influencers have a significant but negative effect, suggesting possible skepticism toward promotional content perceived as commercial, inauthentic, or misaligned with Islamic values. Electronic word-of-mouth also does not mediate the proposed relationships. This study contributes by showing that digital influence in halal tourism depends on religious trust, perceived authenticity, message credibility, and Islamic value congruence. JEL: L83, M31, Z32.]]>
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