PENGARUH HEDONIC SHOPPING MOTIVATION DAN PRICE DISCOUNT TERHADAP IMPULSE BUYING DENGAN SELF CONTROL SEBAGAI VARIABEL MODERASI DALAM PERSPEKTIF EKONOMI ISLAM ( Studi Pada Pengguna Tokopedia di Kota Bandar Lampung )

SHOFWAN, RAID KAMALY (2026) PENGARUH HEDONIC SHOPPING MOTIVATION DAN PRICE DISCOUNT TERHADAP IMPULSE BUYING DENGAN SELF CONTROL SEBAGAI VARIABEL MODERASI DALAM PERSPEKTIF EKONOMI ISLAM ( Studi Pada Pengguna Tokopedia di Kota Bandar Lampung ). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Fenomena meningkatnya perilaku impulse buying pada platform e-commerce seperti Tokopedia di Kota Bandar Lampung menjadi perhatian dalam perilaku konsumen modern. Konsumen sering terdorong berbelanja karena kesenangan (hedonic shopping motivation) dan potongan harga (price discount), bukan karena kebutuhan. Dalam perspektif Ekonomi Islam, perilaku konsumtif berlebihan termasuk israf dan tabdzir, sehingga diperlukan self control agar konsumsi tetap wajar. Penelitian ini bertujuan menganalisis pengaruh hedonic shopping motivation dan price discount terhadap impulse buying dengan self control sebagai variabel moderasi. Penelitian menggunakan pendekatan kuantitatif dengan metode explanatory research. Data dikumpulkan melalui kuesioner dari 100 pengguna Tokopedia di Kota Bandar Lampung yang dipilih dengan teknik purposive sampling. Analisis dilakukan menggunakan metode Partial Least Square (PLS) dengan bantuan SmartPLS 4 untuk menguji hubungan dan efek moderasi antar variabel. Hasil penelitian menunjukkan bahwa hedonic shopping motivation dan price discount berpengaruh positif signifikan terhadap impulse buying, sedangkan self control berpengaruh negatif signifikan. Variabel self control memoderasi pengaruh hedonic shopping motivation secara negatif dan price discount secara positif terhadap impulse buying. Dalam perspektif Ekonomi Islam, hasil ini menegaskan pentingnya pengendalian diri agar konsumsi tetap moderat dan bermanfaat sesuai prinsip wasathiyah. ABSTRACT The increasing phenomenon of impulse buying on ecommerce platforms such as Tokopedia in Bandar Lampung has become a concern in modern consumer behavior. Consumers are often driven to shop due to pleasure (hedonic shopping motivation) and price discounts rather than actual needs. In Islamic Economics, excessive consumption is considered israf or tabdzir, thus requiring self-control to maintain balance. This study aims to analyze the influence of hedonic shopping motivation and price discount on impulse buying with selfcontrol as a moderating variable. This research uses a quantitative approach with an explanatory method. Data were collected from 100 Tokopedia users in Bandar Lampung using purposive sampling. Analysis was conducted using the Partial Least Square (PLS) method with SmartPLS 4. The results show that hedonic shopping motivation and price discount significantly and positively affect impulse buying, while self-control has a significant negative effect. Self-control negatively moderates the effect of hedonic shopping motivation and positively moderates the effect of price discount on impulse buying. From an Islamic Economics perspective, this highlights the importance of self-control to encourage moderate and beneficial consumption behavior in line with wasathiyah principles.

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