Dinamika Impulsive Buying Generasi Z: Dekonstruksi Israf Perspektif Ekonomi Islam
Keywords:
impulsive buying, e-commerce, Generation Z, israf, Islamic behavioral economics.Abstract
The development of e-commerce is driving changes in people's consumption patterns, especially among Generation Z, who have a
high level of interaction with digital technology. The intensity of digital promotions, personalization algorithms, viral culture, and the ease of electronic transactions contribute to the emergence of impulsive buying behavior in modern consumption activities. This study aims to analyze the dynamics of impulsive buying in Generation Z and examine their tendencies towards israf behavior from the perspective of Islamic behavioral economics. The study uses a qualitative descriptive approach with a literature study method through a review of scientific journals, academic books, and various publications relevant to digital consumption behavior, e-commerce, and Islamic economics. Data analysis was conducted using a meta-synthesis method to integrate and interpret various research findings related to the relationship between digital stimuli, impulsive consumption behavior, and israf behavior tendencies. The results show that impulsive buying is influenced by visual stimuli, Fear of Missing Out (FOMO), live shopping, and paylater facilities that accelerate the purchase decision-making process. These conditions indicate a shift in consumption orientation from fulfilling needs to seeking emotional and symbolic satisfaction. From an Islamic behavioral economic perspective, this tendency can lead to israf behavior because consumption activities are no longer based on the principles of moderation, self-control, and benefit. This research's contribution lies in deconstructing the understanding of impulsive buying, which has been explained primarily through marketing and consumer psychology perspectives, into an Islamic behavioral economic perspective that positions israf as a consequence of excessive digital consumption behavior. Thus, this research offers a conceptual framework that integrates e-commerce, impulsive buying, and israf in understanding the dynamics of Generation Z's consumption behavior in the digital era.
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