This study aims to see the effect of word of mouth dimensions on IG social media on purchasing decisions for cosmetic products at Roma Cosmetik Lhokseumawe. The data used in this research is primary data of 99 respondents. The method used to analyze the relationship between variables is a multiple linear regression analysis method. The results showed that intensity had a positive and significant effect on the decision to purchase cosmetic products at Roma Cosmetics Lhokseumawe, positive comments had a positive and significant effect on purchasing decisions for cosmetic products at Roma Cosmetics Lhokseumawe, content had a positive and significant effect on purchasing decisions for cosmetic products at Roma Cosmetics Lhokseumawe and simultaneously intensity, positive comments and content simultaneously influence consumer purchasing decisions on Roma Cosmetics.