Dinamika Impulsive Buying Generasi Z: Dekonstruksi Israf Perspektif Ekonomi Islam
Kata Kunci:
impulsive buying, e-commerce, Generasi Z, israf, ekonomi perilaku IslamAbstrak
Perkembangan e-commerce mendorong perubahan pola konsumsi masyarakat, terutama pada Generasi Z yang memiliki tingkat interaksi tinggi dengan teknologi digital. Intensitas promosi digital, personalisasi algoritma, budaya viral, dan kemudahan transaksi elektronik berkontribusi terhadap munculnya perilaku impulsive buying dalam aktivitas konsumsi modern. Penelitian ini bertujuan untuk menganalisis dinamika impulsive buying pada Generasi Z serta mengkaji kecenderungannya terhadap perilaku israf dalam perspektif ekonomi perilaku Islam. Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode studi literatur melalui penelaahan jurnal ilmiah, buku akademik, dan berbagai publikasi yang relevan dengan perilaku konsumsi digital, e-commerce, dan ekonomi Islam. Analisis data dilakukan menggunakan metode meta-sintesis untuk mengintegrasikan dan menginterpretasikan berbagai temuan penelitian yang berkaitan dengan hubungan antara stimulus digital, perilaku konsumsi impulsif, dan kecenderungan perilaku israf. Hasil penelitian menunjukkan bahwa impulsive buying dipengaruhi oleh stimulus visual, fear of missing out (FOMO), live shopping, serta fasilitas paylater yang mempercepat proses pengambilan keputusan pembelian. Kondisi tersebut mengindikasikan adanya pergeseran orientasi konsumsi dari pemenuhan kebutuhan menuju pencarian kepuasan emosional dan simbolik. Dalam perspektif ekonomi perilaku Islam, kecenderungan tersebut dapat mengarah pada perilaku israf karena aktivitas konsumsi tidak lagi didasarkan pada prinsip moderasi, pengendalian diri, dan kemaslahatan. Kontribusi penelitian ini terletak pada dekonstruksi pemahaman impulsive buying yang selama ini lebih banyak dijelaskan melalui perspektif pemasaran dan psikologi konsumen menjadi perspektif ekonomi perilaku Islam yang menempatkan israf sebagai konsekuensi perilaku konsumsi digital yang berlebihan. Dengan demikian, penelitian ini menawarkan kerangka konseptual yang mengintegrasikan e-commerce, impulsive buying, dan israf dalam memahami dinamika perilaku konsumsi Generasi Z di era digital..
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