The Influence of Electronic Word of Mouth on Halal Food Product Purchase Decisions: A Case in Indonesia

The diffusion of innovation generally involves a variety of different sources of communication, such as mass media, advertising, promotion, counseling, or informal social contact. The effectiveness of these sources will vary at each stage and have different functions. This research analyzes the influence of e-WOM on the purchase decisions of the halal food product Mie Gacoan on ShopeeFood. This study uses a quantitative approach with primary data as the data source. The data for this study was collected through a questionnaire distributed to the community in Bogor City, specifically Generation Z. This study uses the SEM-PLS method with SmartPLS software. The researcher found that the intensity variable does not significantly influence the purchase decision of Mie Gacoan on ShopeeFood. Furthermore, the variables of opinion valence and content positively and significantly influence the purchase decision of Mie Gacoan on ShopeeFood.