Pengaruh Religiusitas, Influencer Marketing dan Gaya Hidup Terhadap Impulse Buying Pada Genarasi Z di Surabaya

The Influence of Religiosity, Influencer Marketing, and Lifestyle on Impulse Buying among Generation Z in Surabaya

Penelitian ini menganalisis pengaruh religiusitas, influencer marketing, dan gaya hidup terhadap impulse buying pada Generasi Z di Kota Surabaya, didorong oleh tingginya penetrasi internet dan media sosial yang membentuk perilaku konsumsi dinamis sekaligus rentan pembelian impulsif. Pendekatan kuantitatif asosiatif kausal digunakan dengan kuesioner Likert kepada responden Generasi Z di Surabaya melalui purposive sampling, dianalisis menggunakan SEM-PLS yang memenuhi kriteria validitas, reliabilitas, dan kemampuan prediktif model. Hasil menunjukkan religiusitas tidak berpengaruh signifikan terhadap impulse buying, sedangkan influencer marketing dan gaya hidup masing-masing berpengaruh positif signifikan, mengindikasikan bahwa impulse buying lebih didorong faktor situasional eksternal dibandingkan religiusitas individu. Meski demikian, nilai religiusitas Islam tetap menekankan kesederhanaan dan keseimbangan konsumsi sebagaimana ditegaskan dalam Al-Qur'an surat Al-Isra' dan Al-A'raf, sehingga penguatan literasi religiusitas tetap relevan sebagai upaya preventif jangka panjang dalam mengendalikan perilaku konsumtif generasi muda di era digital.

This study analyzes the influence of religiosity, influencer marketing, and lifestyle on impulse buying among Generation Z in Surabaya—a demographic shaped by high internet and social media penetration that fosters dynamic consumption patterns while also creating susceptibility to impulse purchases. A quantitative, associative-causal approach was employed, utilizing Likert-scale questionnaires administered to Generation Z respondents in Surabaya via purposive sampling; the data were analyzed using SEM-PLS, confirming the model's validity, reliability, and predictive capability. The results indicate that while religiosity does not significantly affect impulse buying, both influencer marketing and lifestyle exert a significant positive influence, suggesting that impulse buying is driven more by external situational factors than by individual religiosity. Nevertheless, Islamic religious values ​​continue to emphasize moderation and balance in consumption—as affirmed in the Quranic Surahs Al-Isra' and Al-A'raf—making the strengthening of religious literacy a relevant long-term preventive measure for managing the consumptive behavior of the younger generation in the digital era.