<![CDATA[This study examines the determinants of impulse buying through urge to buy among Muslim consumers by analyzing the effects of shopping enjoyment, Sharia-based shopping planning, and smartphone usage. The study aims to investigate the direct effects of these variables on urge to buy and impulse buying and to explain consumer purchasing behavior in the context of digital shopping. A quantitative approach was employed using a survey of 162 Muslim consumers selected through purposive sampling. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The findings reveal that shopping enjoyment and smartphone usage have positive and significant effects on urge to buy. Smartphone usage also has a positive and significant effect on impulse buying, whereas Sharia-based shopping planning has no significant effect on either urge to buy or impulse buying. Furthermore, urge to buy has the strongest positive influence on impulse buying, indicating its important role in explaining impulsive purchasing behavior among Muslim consumers. These findings contribute to consumer behavior literature by extending the Theory of Planned Behavior within the context of Islamic consumption and provide practical implications for digital marketers and e-commerce businesses in designing responsible marketing strategies.Keywords: shopping enjoyment; Sharia-based shopping planning; smartphone usage; urge to buy; impulse buying; Muslim consumers.]]>
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