The rapid development of technology is changing the way of marketing from face-to-face to online. Digital marketing makes it easier for businesses with fast, economical, and unlimited access to time and place. Social media is now the main tool in advertising. In addition, E-WOM plays an important role in disseminating information to customers. One of the products that utilizes digital marketing is Wardah. However, in Islam there are certain limitations in making purchase decisions. The purpose of this study is to find and analyze digital marketing and E-WOM influencing decisions taken by students of Universitas Darussalam Gontor Putri 1 Campus in purchasing Wardah products from the perspective of Islamic business ethics. The method applied by the researcher is descriptive quantitative, with Structural Equation Modeling-Partial Least Square (SEM-PLS) analysis 4.0.9.9. From a population of 396, the researcher collected 112 female female respondents through primary data collection techniques through a questionnaire-based survey at Universitas Darussalam Gontor Putri Campus 1 using the formula Hair et al. The research findings show that the resulting T test value is 1.932 and P-Value 0.055. According to the results of the study, digital marketing factors do not affect purchase decisions. The E-WOM variable has a T Test value of 3,780 and a P-Value result of 0,000, which concludes that this variable has a positive and significant impact on buying interest. This study shows that the purchase decision of Darussalam Gontor University students is 43.9% and the remaining 42.9% are influenced by other factors. Opinions, testimonials and recommendations obtained from E-WOM are more reliable than the digital marketing strategies carried out. Social and community factors play a big role in purchasing decisions. This research supports the theory of E-WOM in influencing consumers and adds the perspective of Islamic business ethics as a factor that strengthens the influence of digital marketing and E-WOM on the purchase of halal products. These findings also show that in certain contexts, digital marketing may not always have a significant effect. Keywords: Digital Marketing, Electronic Word of Mouth, Purchase Decisions, Islamic Business Ethics.