PENGARUH ADVERTISEMENT DAN PRICE TERHADAP IMPULSIVE BUYING PADA PRODUK KAHF DENGAN PERCEIVED EASE OF USE SEBAGAI VARIABEL MODERASI DALAM MANAJEMEN PEMASARAN SYARIAH (Studi Pada Gen – Z di Bandar Lampung )

MUHAMMAD FIKI, ALWI (2026) PENGARUH ADVERTISEMENT DAN PRICE TERHADAP IMPULSIVE BUYING PADA PRODUK KAHF DENGAN PERCEIVED EASE OF USE SEBAGAI VARIABEL MODERASI DALAM MANAJEMEN PEMASARAN SYARIAH (Studi Pada Gen – Z di Bandar Lampung ). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh advertisement dan price terhadap impulsive buying produk Kahf pada konsumen Generasi Z di Bandar Lampung dengan perceived ease of use sebagai variabel moderasi, serta ditinjau dari perspektif manajemen pemasaran syariah. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data primer diperoleh melalui penyebaran kuesioner kepada konsumen Generasi Z yang pernah membeli produk Kahf secara online di Bandar Lampung. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 100 orang. Analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM) berbasis Partial Least Square (SmartPLS). Hasil penelitian menunjukkan bahwa advertisement dan price berpengaruh positif dan signifikan terhadap impulsive buying. Selain itu, perceived ease of use terbukti mampu memoderasi pengaruh advertisement dan price terhadap impulsive buying, di mana kemudahan penggunaan sistem memperkuat kecenderungan konsumen dalam melakukan pembelian impulsif. Dalam perspektif manajemen pemasaran syariah, advertisement harus dilakukan secara jujur dan tidak menyesatkan, price ditetapkan secara adil dan wajar, perceived ease of use mencerminkan prinsip kemudahan (taysīr) dalam muamalah, serta impulsive buying perlu dikendalikan agar tidak mengarah pada pemborosan (isrāf). Penelitian ini diharapkan dapat memberikan kontribusi teoritis dalam pengembangan kajian pemasaran syariah serta menjadi bahan pertimbangan praktis bagi pelaku usaha dalam merancang strategi pemasaran yang efektif dan sesuai dengan nilainilai Islam. Kata Kunci: Iklan, Harga, Pembelian Impulsif, Kemudahan Penggunaan yang Dirasakan. ABSTRACT This study aims to analyze the effect of advertising and price on impulsive buying of Kahf products among Generation Z consumers in Bandar Lampung, with perceived ease of use as a moderating variable, and reviewed from the perspective of sharia marketing management. This study uses a quantitative approach with a survey method. Primary data was obtained by distributing questionnaires to Generation Z consumers who had purchased Kahf products online in Bandar Lampung. The sampling technique used purposive sampling with a total of 100 respondents. Data analysis was performed using the Structural Equation Modeling (SEM) method based on Partial Least Square (SmartPLS). The results showed that advertising and price had a positive and significant effect on impulsive buying. In addition, perceived ease of use was proven to moderate the effect of advertising and price on impulsive buying, where ease of use strengthened consumers' tendency to make impulsive purchases. From a sharia marketing management perspective, advertisements must be honest and not misleading, prices must be set fairly and reasonably, perceived ease of use must reflect the principle of ease (taysīr) in muamalah, and impulsive buying must be controlled so as not to lead to wastefulness (isrāf). This study is expected to contribute theoretically to the development of Islamic marketing studies and provide practical considerations for business actors in designing effective marketing strategies that are in line with Islamic values. Keywords: Advertisement, Price, Impulsive Buying, Perceived Ease Of Use.

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