TY  - THES
N1  - Dr. Joko Setyono, SE, M.Si.
ID  - digilib71536
UR  - https://digilib.uin-suka.ac.id/id/eprint/71536/
A1  - Siti Nurlaili, NIM.: 21108020047
Y1  - 2025/05/20/
N2  - 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.
PB  - UIN SUNAN KALIJAGA YOGYAKARTA
KW  - Impulse Buying
KW  -  E-Commerce
KW  -  Perbankan Syariah
KW  -  Perceived Ease Of Use
KW  -  Attitude Toward Using
KW  -  Social Media Marketing
KW  -  Electronic Word Of Mouth
KW  -  Fearing Of Missing Out
M1  - skripsi
TI  - DETERMINAN PERILAKU IMPULSE BUYING PRODUK FASHION PENGGUNA E-COMMERCE PADA MAHASISWA UIN SUNAN KALIJAGA YOGYAKARTA
AV  - restricted
EP  - 193
ER  -