<![CDATA[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.]]>
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