eprintid: 140569
rev_number: 29
eprint_status: archive
userid: 219242
dir: disk0/00/14/05/69
datestamp: 2025-09-25 04:26:30
lastmod: 2025-09-25 04:26:30
status_changed: 2025-09-25 04:26:30
type: thesis
metadata_visibility: show
creators_name: Azhari Anderesty, -
creators_name: Hilda Monoarfa, -
creators_name: Dea Aryandhana Mulyana, -
creators_nim: NIM2103981
creators_nim: NIDN0026107
creators_nim: NIDN0015039
creators_id: azhariander@upi.edu
creators_id: hildaborman@upi.edu
creators_id: aryaharis@upi.edu
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: Hilda Monoarfa, -
contributors_name: Dea Aryandhana Mulyana Haris, -
contributors_nidn: NIDN0026107105
contributors_nidn: NIDN0015039210
contributors_id: hildaborman@upi.edu
contributors_id: aryaharis@upi.edu
title: FENOMENA IMPULSE BUYING: PERAN RELIGIOSITAS DALAM MENGURANGI PENYESALAN PASCA-PEMBELIAN
ispublished: pub
subjects: HB
subjects: L1
divisions: IEKI
full_text_status: restricted
keywords: Generasi Z, Impulse buying, post-purchase regret, Religiositas, SOR

Generation Z, Impulse Buying, Post-Purchase Regret, Religiosity, SOR
note: https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=AZHARI+ANDERESTY#
SINTA ID: 6150134
SINTA ID: 6898108
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.
date: 2025-08-11
date_type: published
institution: Universitas Pendidikan Indonesia
department: KODEPRODI60204#Ilmu_Ekonomi_dan_Keuangan_Islam_S1
thesis_type: other
thesis_name: other
official_url: https://repository.upi.edu
related_url_url: https://perpustakaan.upi.edu
citation:   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.   
document_url: http://repository.upi.edu/140569/1/S_EKI_2103981_Title.pdf
document_url: http://repository.upi.edu/140569/2/S_EKI_2103981_Chapter1.pdf
document_url: http://repository.upi.edu/140569/3/S_EKI_2103981_Chapter2.pdf
document_url: http://repository.upi.edu/140569/4/S_EKI_2103981_Chapter3.pdf
document_url: http://repository.upi.edu/140569/5/S_EKI_2103981_Chapter4.pdf
document_url: http://repository.upi.edu/140569/6/S_EKI_2103981_Chapter5.pdf
document_url: http://repository.upi.edu/140569/7/S_EKI_2103981_Appendix.pdf