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Nur Ahmadi Bi Rahmani
Universitas Islam Negeri Sumatera Utara
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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The Influence of Live Streaming Shopping and the FYP Algorithm on Impulsive Buying Behavior among TikTok Users of FEBI UINSU Students: Islamic Financial Literacy as a Moderating Variable Ikhwanul Khair; Marliyah; Nur Ahmadi Bi Rahmani
Jurnal Ecogen Vol. 9 No. 2 (2026): Jurnal Ecogen
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/ecogen.v9.i2.95

Abstract

This study is motivated by the increasing trend of impulsive buying behavior among university students, driven by the development of TikTok features such as live streaming shopping and the FYP algorithm, which encourage spontaneous consumption. The aim of this study is to analyze the effect of live streaming shopping and the FYP algorithm on impulsive buying and to examine the role of Islamic financial literacy as a moderating variable among FEBI UIN North Sumatra students. This research uses a quantitative approach with an associative method through questionnaires distributed to 103 respondents and analyzed using PLS-SEM. The results show that live streaming shopping and the FYP algorithm have a positive and significant effect on impulsive buying, while Islamic financial literacy has a negative and significant effect. However, Islamic financial literacy does not act as a moderating variable. In conclusion, although students possess Islamic financial literacy, the influence of TikTok features remains strong in driving impulsive purchasing behavior.
Co-Authors Abigail Theresa Sinaga Afrian Andika Yumna Amir Fauzi Hasibuan Amir, Afriza Andri Soemitra Andryan Syaputra Arifin Fauzi Lubis Atika Atika Danish Iryad Gunawan Dedy Lazuardi Derisah Indah Harahap Dharma, Budi Diah Ananda Kharisma Dian Irmawani Dona Zahra Hasibuan Dwi Gusvita Anggraini Epa Purnama Sari Harahap Farida Hanum Fitri Tia Ananda Fitriani Fitriani Hanifah Ramadhani Harahap, Muhammad Ikhsan Hendra Harmain Ida Ayu Anjelica Sinaga Ifrah Allif Bainana Ikhwanul Khair Imam Solehuddin Imsar Imsar Intan Kartika Putri Irvan Murizal Jevon Monahan Giawa Juwita Windasari Nduru Kamilah, K Karmila Sari Kayla Zahara Putri Nasada Khairani Nasution Kusmilawaty Kusmilawaty Marliyah Maryam Batubara Mawaddah Irham Melsa Siagian Miftahul Jannah Hasibuan Mila Sastika Muhammad Azizi Akbar Lubis Muhammad Iqbal Sayuti Harahap Muhammad Risalah Muhammad Risalah Harahap Murni Sofiah Mutia Putri Nabila Lubis Nurbaiti Nurbaiti Nuri Aslami Nursantri Yanti Nurul Inayah Nurwani Nurwani Puteri Hazlina Khasanah Putri Mardiyyah Hasibuan Radja Janna Lubis Rahmat Daim Harahap Rahmat Syahputra Boangmanalu Rahmi Syahriza Raudatun Sumi Reitandi Ridha Tri Handayani Rizky Karina Syahputra Sagala Rusdi Riduan Pulungan Salman Ritonga Salmiah Hasibuan Selvia Selvia Silvi Tri Wardani Siti Aisyah Sri Ramadhani Sri Wahyuni Sugianto Sugianto Sy Haura Munawwarah Tri Inda Fadhila Rahma Ummi Itiah Nasution Vani Hajari Wahyu Syarvina Widia Angraini Wildan Fauzi Harahap Winda Winda Yus Ramadhani