FENOMENA IMPULSE BUYING: PERAN RELIGIOSITAS DALAM MENGURANGI PENYESALAN PASCA-PEMBELIAN

Azhari Anderesty, - and Hilda Monoarfa, - and Dea Aryandhana Mulyana, - (2025) FENOMENA IMPULSE BUYING: PERAN RELIGIOSITAS DALAM MENGURANGI PENYESALAN PASCA-PEMBELIAN. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penggunaan e-commerce dan sosial media yang semakin marak di Indonesia memungkinkan adanya pengaruh pada perilaku pembelian impulsif karena pengguna merasakan kemudahan serta manfaat dari teknologi tersebut dalam bertransaksi online. Pembelian impulsif yang identik dengan hal spontan dan tanpa pertimbangan dapat menyebabkan dampak negatif yang tidak hanya bagi konsumen, tetapi juga dapat merugikan pelaku usaha. Penelitian ini menggunakan variabel live streaming dan price discount sebagai variabel independen, FoMO sebagai variabel mediator, religiositas sebagai variabel moderator, serta impulse buying dan post-purchase regret sebagai variabel dependen. Penelitian ini menggunakan teori Stimulus-Organism-Respons (S-O-R). Metode penelitian yang digunakan adalah kuantitatif dengan desain deskriptif kausalitas. Alat analisis yang digunakan adalah Partial Least Square-Structural Equation Model (PLS-SEM) dengan jumlah sampel yang diambil sebanyak 235 responden. Hasil penelitian menunjukkan bahwa variabel live streaming dan price discount tidak berpengaruh signifikan terhadap impulse buying. FoMO dapat memediasi pengaruh live streaming dan price discount terhadap impulse buying serta religiositas dapat memoderasi negatif pengaruh FoMO terhadap impulse buying. Selain itu, impulse buying berpengaruh positif dan signifikan terhadap post-purchase regret. The increasing use of e-commerce and social media in Indonesia has the potential to influence impulsive buying behaviour, as users experience the convenience and benefits of such technologies in online transactions. Impulse buying, which is characterized by spontaneity and lack of prior consideration, can result in negative consequences not only for consumers but also for business actors. This study employs live streaming and price discount as independent variables, FoMO as a mediating variable, religiosity as a moderating variable, and impulse buying and post-purchase regret as dependent variables. The research is based on the Stimulus-Organism-Response (S-O-R) theory. The method used is quantitative, with a descriptive-causal research design. The analysis tool applied is Partial Least Squares–Structural Equation Modelling (PLS-SEM), with a total sample of 235 respondents. The findings reveal that live streaming and price discount do not have a significant effect on impulse buying. FoMO mediates the relationship between live streaming and price discount on impulse buying, while religiosity negatively moderates the influence of FoMO on impulse buying. Furthermore, impulse buying has a positive and significant effect on post-purchase regret.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=AZHARI+ANDERESTY# SINTA ID: 6150134 SINTA ID: 6898108
Uncontrolled Keywords:	Generasi Z, Impulse buying, post-purchase regret, Religiositas, SOR Generation Z, Impulse Buying, Post-Purchase Regret, Religiosity, SOR
Subjects:	H Social Sciences > HB Economic Theory L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam
Depositing User:	Azhari Anderesty
Date Deposited:	25 Sep 2025 04:26
Last Modified:	25 Sep 2025 04:26
URI:	http://repository.upi.edu/id/eprint/140569

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