<![CDATA[Understanding consumer purchasing decisions is still very relevant because of the many local cosmetic products that increase purchasing considerations. This study aims to determine the effect of halal labels, online reviews, and e-WOM on purchasing decisions with moderation of halal awareness on wardah cosmetic users in Ponorogo Regency. This study uses a quantitative approach method with the analysis of Structural Equations Modeling Partial Lest Square (SEM-PLS) SmartPLS 4. Analysis results show that online reviews have a significant effect on purchasing decisions, while halal labels, and e-WOM have no significant effect on purchasing decisions. In addition, halal awareness does not play a role in strengthening the relationship between the three independent variables and purchasing decisions. These findings indicate that potential consumers tend to consider product reviews rather than aspects of the halal label and recommendations from e-WOM in making purchasing decisions. This study provides insight into the halal cosmetics industry regarding the importance of strengthening online review-based marketing strategies to increase product attractiveness in the eyes of consumers. Further studies are recommended to examine other factors that have the potential to influence purchasing decisions, considering demographic aspects and the level of consumer understanding of the halal concept.]]>
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