Determinan Impulsive Buying Produk Fashion Menggunakan Pay Later pada Generasi Z di Kota Surabaya

Determinants of Impulsive Buying Fashion Product Purchases Using Pay Later Among Generation Z in the City of Surabaya

Penelitian ini bertujuan menguji pengaruh produk, social media marketing, karakteristik konsumen, dan perilaku konsumsi Islam terhadap impulsive buying produk fashion menggunakan Pay Later. Penggunaan Pay Later yang masif serta minimnya studi yang mengaitkan impulsive buying dengan perspektif konsumsi Islam melatarbelakangi penelitian ini. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif. Sampel diambil menggunakan teknik purposive sampling dari responden Generasi Z di Kota Surabaya yang pernah bertransaksi produk fashion menggunakan Pay Later. Data primer dikumpulkan melalui kuesioner dan dianalisis menggunakan Partial Least Square–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa social media marketing dan karakteristik konsumen berpengaruh positif signifikan terhadap impulsive buying. Sebaliknya, perilaku konsumsi Islam berpengaruh negatif signifikan terhadap impulsive buying, menunjukkan perannya sebagai kontrol diri. Variabel produk ditemukan tidak berpengaruh signifikan terhadap impulsive buying. Temuan ini mengindikasikan bahwa karakteristik konsumen sebagai faktor internal menjadi pendorong dominan, sementara perilaku konsumsi Islam sebagai pemahaman nilai-nilai Islam menjadi penghambat utama impulsive buying di era digital ini.

Kata Kunci: Impulsive Buying; Generasi Z; Pay Later; Karakteristik Konsumen, Perilaku Konsumsi Islam

This study aims to analyze the influence of products, social media marketing, consumer characteristics, and Islamic consumption behavior on impulsive purchases of fashion products using Pay Later. The widespread use of Pay Later and the lack of research linking impulsive purchases with Islamic consumption perspectives form the basis of this study. This study uses a quantitative method with an associative approach. The sample was taken using purposive sampling from Generation Z respondents in Surabaya who had made fashion product transactions using Pay Later. Primary data were collected through questionnaires and analyzed using Partial Least Square–Structural Equation Modeling (PLS-SEM). The results showed that social media marketing and consumer characteristics had a significant positive influence on impulsive buying. Conversely, Islamic consumption behavior has a significant negative effect on impulsive buying, indicating its role as self-control. The product variable was found to have no significant effect on impulsive buying. These findings indicate that consumer characteristics as internal factors are the main drivers, while Islamic consumption behavior as an understanding of Islamic values is the main inhibitor of impulsive buying in this digital era.

Keywords: Impulsive Buying; Generation Z; Pay Later; Consumer Characteristics; Islamic Consumption Behavior