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May Dedu
Universitas Swadaya Gunung Jati, Cirebon, Indonesia
Economics, Econometrics & Finance

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Role of Bandwagon Effect and Electronic Word of Mouth in Wardah Cosmetics Purchasing Decisions on Shopee Among Gen Z Muhamad Daffa Rizqullah; May Dedu
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

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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.
The Effect of Green Products and Brand Image on Purchasing Decisions for The Body Shop Indonesia Products Muhammad Irsyaddu Ilham; May Dedu; Soesanty Maulany
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

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This study aims to analyse the effect of green products and brand image on consumers' purchasing decisions regarding The Body Shop products in Cirebon City. The PLS-SEM analytical method is used in this quantitative study. The research subjects are consumers who are aware of, exposed to information about, or have used The Body Shop products. The sampling technique uses purposive sampling with a total of 120 participants. An assessment that uses a five-point Likert scale was used to gather data. The findings revealed that green products had a positive and significant effect on consumer purchasing decisions. Brand image was also found to have a positive and significant effect on purchasing decisions, and demonstrated a more dominant influence than green products. The R-Square value of 0.568 indicates that both variables are capable of explaining 56.8% of the variation in purchasing decisions. These results demonstrate that developing eco-friendly products alongside consistent brand image reinforcement can enhance consumer purchasing decisions.
Co-Authors Muhamad Daffa Rizqullah Muhammad Irsyaddu Ilham Soesanty Maulany