Role of Bandwagon Effect and Electronic Word of Mouth in Wardah Cosmetics Purchasing Decisions on Shopee Among Gen Z
Abstract
The growth of e-commerce in Indonesia has transformed consumer behavior, particularly in the cosmetics industry. Shopee, as one of the largest e-commerce platforms, fosters strong digital social dynamics through product popularity and consumer reviews. This study aims to analyze the role of the Bandwagon Effect and Electronic Word of Mouth on Generation Z consumers' purchasing decisions regarding Wardah products on Shopee. This study employs a quantitative approach with an explanatory design. Primary data were collected through a questionnaire distributed to 100 respondents who had previously purchased Wardah products on Shopee, analyzed using multiple linear regression, including classical assumption tests and hypothesis testing. The results indicate that the Bandwagon Effect and Electronic Word of Mouth have a positive and significant influence on purchasing decisions, both partially and simultaneously, with Electronic Word of Mouth showing a more dominant influence. These findings suggest that the quality of information and credibility of consumer reviews play a crucial role in online cosmetic purchasing decisions. This study offers practical implications for businesses in designing digital marketing strategies based on social influence and consumer reviews.
Downloads
References
Andriana, R., Handriana, T., & Dunstan, C. L. (2024). Purchase intention in luxury food: The role of materialism, social comparison, and bandwagon effect. Jurnal Manajemen Teori dan Terapan (Journal of Theory and Applied Management), 17(1), 23–34. https://doi.org/10.20473/jmtt.v17i1.52307
Basu, R., Lim, W. M., Kumar, A., & Kumar, S. (2023). Marketing analytics: The bridge between customer psychology and marketing decision-making. Psychology & Marketing, 40, 2588–2611. https://doi.org/10.1002/mar.21908
Cheung, M., Lee, C., & Lim, T. (2022). Online reviews and purchase behavior: The mediating role of trust. Journal of Marketing Research, 59(3), 421–437. https://doi.org/10.1177/00222437221098765
Cialdini, R. B. (2021). Influence: The psychology of persuasion (New and expanded ed.). Harper Business.
Ferdinand, A. (2000). Manajemen pemasaran: Sebuah pendekatan stratejik. Research Paper Series.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM scale: Word-of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences, 27(1), 5–23.
Hasan, M., & Hasvia, I. (2023). The influence of beauty vloggers on Gen Z consumers’ purchase intentions toward local brand cosmetics mediated by brand image. Journal of Marketing Communication Studies, 5(2), 88–101.
Jannah, N., & Maulana, R. (2025). Gen-Z consumer behavior in the cosmetics industry: Analyzing emotional drivers and unplanned purchases. Jurnal Kajian Manajemen dan Pemasaran, 13(2), 115–126.
Jannah, N., & Maulana, R. (2025). Gen-Z Consumer Behavior in the Cosmetics Industry: Analyzing Emotional Drivers and Unplanned Purchases. Jurnal Kajian Manajemen dan Pemasaran, 13(2), 115–126. https://doi.org/10.22219/jkmp.v13i2.41852
Lubis, R. A., & Hayu, R. S. (2025). The effect of digitalization and social media: Generation Z’s purchase intentions for Somethinc skincare products in Indonesia. Indonesian Journal of Business and Entrepreneurship, 11(2), 430. https://doi.org/10.17358/ijbe.11.2.430
Mainolfi, G. (2020). Exploring materialistic bandwagon behaviour in online fashion consumption: A survey of Chinese luxury consumers. Journal of Business Research, 120, 286–293. https://doi.org/10.1016/j.jbusres.2019.11.038
Maranatha Christian University, Natalia, H. D., & Aprillia, A. (2024). Exploring the impact of e-WOM on generation Z purchase intention: The mediating role of brand image and perceived quality. IAIC Transactions on Sustainable Digital Innovation (ITSDI), 6(2), 55–63.
Nguyen, T., & Lim, J. (2022). Electronic word of mouth and online trust among Gen Z consumers. Journal of Interactive Marketing, 60, 45–58. https://doi.org/10.1016/j.intmar.2021.12.004
Sabir, I., Azam, A., Majid, M. B., Mahmud, M. S. bin, & Sabir, N. (2020). The bandwagon effect and consumption of fashion goods: A case of young consumers of Pakistan. Scholedge International Journal of Management & Development, 7(5), 88. https://doi.org/10.19085/sijmd070502
Sugiyono. (2021). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Winarto, M. C., & Wisesa, T. (2024). Analyzing the Impact of Artificial Intelligence and Sustainability on Gen Z Consumer Purchase Intentions: A Case Study of L’Oréal Cosmetics Indonesia. European Journal of Business and Management Research, 9(1), 14–21. https://ejbmr.org/index.php/ejbmr/article/view/2241
Wu, H., & Chen, J. (2023). Social influence and purchase intention in e-commerce: Evidence from Gen Z consumers. Electronic Commerce Research, 23(2), 781–799. https://doi.org/10.1007/s10660-022-09689-9Manikasanti, L. G., & Suardana, I. B. (2024). The Effect of E-Wom, Lifestyle, and Social Media Marketing on Purchase Intention with Trust as an Intervening Variable in Skincare for Male Gen Z. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(3), 7978-7992. https://doi.org/10.31538/iijse.v7i3.5845
Yudistira, A. (2022). Pengaruh bandwagon effect, Veblen effect, dan pendapatan terhadap keputusan pembelian sepeda di masa pandemi Covid-19. Jurnal Ilmiah Mahasiswa FEB, 10(2), 1–11.
Copyright (c) 2026 Muhamad Daffa Rizqullah, May Dedu
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
