Mirnawati Mirnawati, Jumarni Jumarni, Masyhuri Masyhuri

PENGARUH ISLAMIC LIFESTYLE, HARGA, DAN PROMOSI TERHADAP PERILAKU IMPULSIF PADA PENGGUNA E-COMMERCE SHOPEE DI WATAMPONE

Introduction

Pengaruh islamic lifestyle, harga, dan promosi terhadap perilaku impulsif pada pengguna e-commerce shopee di watampone. Penelitian ini menganalisis pengaruh gaya hidup Islami, harga, & promosi terhadap perilaku impulsif pengguna Shopee di Watampone. Gaya hidup Islami signifikan memicu pembelian impulsif.

Abstract

Abstrak: Sejalan dengan pertumbuhan pengguna e-commerce di Indonesia, perilaku impulsif dalam pembelian menjadi fenomena yang semakin umum. Gaya hidup Islami, harga produk, dan promosi diduga memiliki pengaruh terhadap kecenderungan perilaku impulsif konsumen dalam melakukan transaksi di platform e-commerce Shopee. Penelitian ini bertujuan untuk menganalisis pengaruh Islamic lifestyle, harga, dan promosi terhadap perilaku impulsif pengguna e-commerce Shopee. Populasi dalam studi ini adalah pengguna e-commerce Shopee di Watampone, dengan jenis penelitian yaitu penelitian lapangan menggunakan pendekatan kuantitatif. Jumlah sampel yang digunakan sebanyak 115 responden dengan teknik Simple Random Sampling. Metode analisis data yang digunakan adalah Structural Equation Modeling (SEM) yang dioperasikan melalui perangkat lunak SmartPLS. Temuan penelitian ini menunjukkan bahwa variabel harga (X1) memiliki nilai p-value sebesar 0,408, sementara promosi (X2) memiliki nilai p-value sebesar 0,186, yang menunjukkan bahwa keduanya tidak berpengaruh signifikan terhadap perilaku impulsif (Y). Hal ini menandakan bahwa aspek psikologis dan sosial, juga berkontribusi dalam mendorong pembelian impulsif. Islamic lifestyle (X3) berpengaruh signifikan dan berdampak positif pada perilaku impulsif (Y) pada pengguna e-commerce Shopee di Watampone, dengan p-value sebesar 0,000.  Hal ini menandakan bahwa semakin bersemangat seseorang dalam menjalankan pola hidup Islami​​, semakin besar pengaruhnya dalam keputusan pembelian, termasuk perilaku impulsif. Kata Kunci: Islamic Lifestyle; Harga; Promosi; Perilaku Impulsif; E-commerce; Shopee.   Abstract: In line with the growth of e-commerce users in Indonesia, impulsive behavior in purchasing is becoming an increasingly common phenomenon. Islamic lifestyle, product prices, and promotions are thought to have an influence on the tendency of consumer impulsive behavior in making transactions on the Shopee e-commerce platform. This study aims to analyze the influence of Islamic lifestyle, prices, and promotions on the impulsive behavior of Shopee e-commerce users. The population in this study were Shopee e-commerce users in Watampone, with the type of research being field research using a quantitative approach. The number of samples used was 115 respondents with the Simple Random Sampling technique. The data analysis method used is Structural Equation Modeling (SEM) which is operated through SmartPLS software. The findings of this study indicate that the price variable (X1) has a p-value of 0.408, while promotion (X2) has a p-value of 0.186, indicating that both do not have a significant effect on impulsive behavior (Y). This indicates that psychological and social aspects also contribute to encouraging impulsive buying. Islamic lifestyle (X3) has a significant and positive impact on impulsive behavior (Y) on Shopee e-commerce users in Watampone, with a p-value of 0.000. This indicates that the more enthusiastic a person is in implementing an Islamic lifestyle, the greater the influence on purchasing decisions, including impulsive behavior. Keywords: Islamic Lifestyle; Price; Promotion; Impulsive Behavior; E-commerce; Shopee.

Review

This study offers a timely and relevant investigation into the factors influencing impulsive buying behavior among e-commerce users in Indonesia, a rapidly expanding market. By including "Islamic lifestyle" alongside conventional marketing variables like price and promotion, the research introduces a unique cultural and religious dimension to the study of consumer behavior. The objective to analyze these influences on Shopee users in Watampone, using a quantitative approach with Structural Equation Modeling (SEM), establishes a clear and appropriate methodological framework for exploring the hypothesized relationships. A significant strength of the paper lies in its compelling empirical finding that Islamic lifestyle has a significant and positive impact on impulsive behavior. This result is particularly intriguing and counter-intuitive, setting it apart from typical consumer behavior research. While the non-significant effects of price and promotion on impulsivity are also noteworthy, suggesting that other psychological and social factors may be more dominant in this context, the positive association with Islamic lifestyle is the most provocative outcome. The application of SEM with SmartPLS on a sample of 115 respondents using a simple random sampling technique provides a solid quantitative foundation for these conclusions. However, the abstract's explanation for the positive correlation between Islamic lifestyle and impulsive behavior ("semakin bersemangat seseorang dalam menjalankan pola hidup Islami​​, semakin besar pengaruhnya dalam keputusan pembelian, termasuk perilaku impulsif") remains somewhat underdeveloped and warrants deeper theoretical elaboration. It is critical for the authors to further unpack the specific mechanisms or interpretations of Islamic lifestyle that might *positively* drive impulsive purchasing decisions, as this runs contrary to some common perceptions of Islamic consumer ethics. Future iterations of this work would greatly benefit from a more nuanced conceptualization of "Islamic lifestyle" and a robust theoretical discussion that clarifies this unexpected relationship, perhaps exploring mediating cultural or social factors, or even different interpretations of religious adherence within consumer practices.

Full Text

Comments

You need to be logged in to post a comment.