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DETERMINAN PERILAKU IMPULSE BUYING PRODUK FASHION PENGGUNA E-COMMERCE PADA MAHASISWA UIN SUNAN KALIJAGA YOGYAKARTA
The increasing use of e-commerce has introduced new dynamics in consumer behavior, including the rise of impulse buying. This study aims to analyze the factors influencing impulse buying of fashion products among e-commerce users, specifically students at UIN Sunan Kalijaga Yogyakarta, and to explore the role of Islamic banking services as a digital transaction instrument. This research uses a quantitative approach with descriptive statistical analysis using SPSS version 30, supported by qualitative data from in-depth interviews with 10 informants. The results show that the variables attitude toward using, perceived ease of use, and fear of missing out have a significant effect on impulse buying, while social media marketing and electronic word of mouth do not. However, all five variables collectively have a simultaneous influence on impulse buying behavior. This study is expected to contribute to businesses in developing marketing strategies, encourage Islamic banking institutions to improve service quality and digital system stability, and help students become more mindful in responding to impulsive purchase urges.
FAKULTAS EKONOMI DAN BISNIS ISLAM, UIN SUNAN KALIJAGA YOGYAKARTA
DETERMINAN PERILAKU IMPULSE BUYING PRODUK FASHION PENGGUNA E-COMMERCE PADA MAHASISWA UIN SUNAN KALIJAGA YOGYAKARTA (Text)
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