This study examines the phenomenon of the bandwagon effect onimpulsive buying decisions among TikTok Shop users in Indonesia,with digital literacy as a moderating factor. Using a qualitativephenomenological approach, in-depth interviews were conductedwith eight informants comprising university students fromBusiness Education programs, students from other disciplines, aworker, and a high school student who are active TikTok Shopusers with impulsive purchasing experience. Findings reveal thatbandwagon effect operates through two main mechanisms: digitalsocial conformity driven by peer influence and viral contentexposure on the For You Page (FYP), and digital social proofmanifested through sold count, product ratings, and live viewernumbers. The TikTok Shop algorithm functions as a systematicamplifier of bandwagon effect by continuously personalizingcontent based on viewing history, creating artificial popularityperceptions. Digital literacy—particularly in informationevaluation, source verification, and digital financialmanagement—functions as a significant cognitive brake inpurchase decision-making, though not as an absolute shield. A keytheoretical contribution is the clear conceptual distinctionbetween bandwagon effect (cognitive assimilation based onpopularity perception) and Fear of Missing Out (social anxiety),with direct pedagogical implications for consumer educationinterventions. The study also identifies a cognitive responsepolarization among young consumers, where financial literacymanifested through self-regulation and e-walletcompartmentalization serves as an effective restraint mechanism.