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 (Study Program Of Management, Faculty Of Economic and Business, Universitas Perjuangan Tasikmalaya)
Depy Muhamad Pauzy (Universitas Perjuangan Tasikmalaya)
Gian Riksa Wibawa (Universitas Perjuangan Tasikmalaya)

Journal of Business Management
Vol. 3 No. 1 (2026): November

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.