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All Journal EDUCATIO : Journal of Education Ilmu Budaya: Jurnal Bahasa, Sastra, Seni, dan Budaya al-Uqud : Journal of Islamic Economics Jurnal Tabarru': Islamic Banking and Finance Jurnal Ilmiah Edunomika (JIE) International Journal of Zakat (IJAZ) Jurnal Baabu Al-ilmi : Ekonomi dan Perbankan Syariah Budimas : Jurnal Pengabdian Masyarakat EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Siyasatuna Jurnal Ilmiyah Mahasiswa Siyasah Syariyyah JURNAL PENELITIAN KEBIDANAN & KESPRO ARSY : Jurnal Aplikasi Riset kepada Masyarakat Jurnal Pengabdian Masyarakat (ABDIRA) Bima Journal : Business, Management and Accounting Journal At-Tadbir : Jurnal Manajemen Pendidikan Islam Kajian Linguistik dan Sastra YASIN: Jurnal Pendidikan dan Sosial Budaya Development Policy and Management Review Madani: Multidisciplinary Scientific Journal Al-Intaj : Jurnal Ekonomi dan Perbankan Syariah BAABU AL-ILMI: Ekonomi dan Perbankan Syariah
Wahyuni, Eka Sri
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Journal : EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS)

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Pengaruh Media Sosial dan Gaya Hidup Terhadap Pembelian Impulsif dengan Moderasi BNPL Afriani, Dina; Wahyuni, Eka Sri; Harpepen, Andi
Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS) Vol 6 No 4 (2025): May 2025
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/ekuitas.v6i4.7342

Abstract

This study aims to examine the effect of social media and lifestyle on impulse buying behavior with Buy Now Pay Later (BNPL) as a moderating variable for students of the Faculty of Economics and Islamic Business, UIN Fatmawati Sukarno Bengkulu. The research method uses a quantitative approach with data collection techniques in the form of questionnaires distributed to 95 respondents selected using the Slovin formula with an error tolerance level of 10%. Data analysis was performed with multiple linear regression and Moderated Regression Analysis (MRA). The results showed that social media has a positive and significant effect on impulse buying behavior (t = 2.214; sig = 0.029). Lifestyle also has a positive and significant effect on impulse buying behavior (t = 9.202; sig = 0.000) with a more dominant influence (β = 0.825). However, BNPL is not proven to moderate the influence of social media on impulse buying behavior (t = 1.346; sig = 0.182) or the influence of lifestyle on impulse buying behavior (t = 0.061; sig = 0.952). This research implies the importance of developing financial literacy and students' critical awareness of the influence of social media and lifestyle in purchasing decisions, as well as the need for responsible marketing strategies from businesses related to BNPL services.
Co-Authors Afriani, Dina Afrianty, Nonie Afriyanti, Nonie Agriani, Salwa Eka Anggraini, Reza Arisandy, Yosy Debby Arisandi, Debby Dewi, Aprita Okta Dinata, Roza Lia Djafar, Usman Effrianti, Yeka Ermayni, Mita Fathonah, Devi Nur Faujiah, Siti Febriyanto, Dedi Halimang, St Hanum, Irma Surayya Hariyadi, Rizky Harpepen, Andi Indra, Yetti Afrida Juwariyah Juwariyah Khoiriyah Khumairoh, Diah Makmur Makmur Nanda, Gusti Nursini Nursini, Nursini Oktapia, Bella Opitasari, Juitaselta Seltaopita Pramadeka, Katra PRATAMA, NOVALDI ARYA Purba, Tetty Junita Putri, Ananda Azhari Putri, Anindya Cahya Putri, Fathasyah Aulia Putriana, Rista Rahmat, Alvin Rizky Wahyuni Sabir Sabir Safitri, Norahmi Shar, Aan Siregar, G.F Gustina Siregar, GF Gustina Susilawati, Nilda Syaputri, Sri Juhani Syaufuri, Intan Lhotifah Tamaulina Br Sembiring Tri Utami Vebrianti, Lina Wahyuni, Ian Wilyandi, Wilyandi Yarmunida, Miti Yulianti, Chika Dwi Rahma Yuningsih, Ayu YUSTATI, HERLINA Zaki, Khozin