PENGARUH FASHION INVOLVEMENT, SHOPPING LIFESTYLE DAN HEDONIC SHOPPING TERHADAP IMPULSE BUYING PADA PRODUK FASHION DI E-COMMERCE SHOPEE DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Masyarakat Pengguna Shopee Di Tulang Bawang Barat)

DWI, AMANDA (2026) PENGARUH FASHION INVOLVEMENT, SHOPPING LIFESTYLE DAN HEDONIC SHOPPING TERHADAP IMPULSE BUYING PADA PRODUK FASHION DI E-COMMERCE SHOPEE DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Masyarakat Pengguna Shopee Di Tulang Bawang Barat). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Dalam masa perkembangan digital yang begitu cepat ini, telah terjadi perubahan bagi konsumen yang biasanya berbelanja fashion secara langsung (offline), kini mereka lebih memilih untuk berbelanja secara online. E-commerce Shopee menjadi salah satu platform belanja online yang sangat populer saat ini, terutama pada masyarakat di Tulang Bawang Barat e-commerce shopee menjadi salah satu pilihan jika ingin berbelanja online. Tujuan penelitian ini untuk menganalisis pengaruh fashion involvement, shopping lifestyle dan hedonic shopping terhadap impulse buying pada produk fashion di ecommerce shopee dalam perspektif bisnis islam. Penelitian ini menggunakan Menggunakan pendekatan kuantitatif dengan teknik purposive sampling, sampel penelitian ini berjumlah 100 masyarakat di Tulang Bawang Barat. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner berbentuk google from. Teknik analisis data yaitu uji validitas, uji reliabilitas, uji hipotesis dan uji koefisien determinasi (R2). Hasil penelitian ini menunjukkan Fashion Involvement berpengaruh negative dan tidak signifikan terhadap Impule Buying Pada Produk Fashion di E-commerce Shopee dengan hasil nilai original sample sebesar -0.009 dan nilai p-value 0.945 , Shopping Lifestyle berpengaruh positif dan signifikan terhadap Impulse Buying pada produk fashion di E-commerce Shopee dengan hasil nilai original sample sebesar 0.563 dan nilai p-value 0.001, Hedonic Shopping berrpengaruh positif namun tidak signifikan terhadap Impulse Buying pada produk fashion di e-commerce Shopee dengan hasil nilai original sample sebesar 0.287 dan nilai p-value 0.082, dan dalam islam Perilaku impulsive buying hal ini dapat termasuk isrāf dan tabdzīr yang dilarang dalam QS. Al-Isra‟ ayat 27 menegaskan bahwa pemborosan adalah perbuatan tercela. Kata Kunci : Fashion Involvement, Shopping Lifestyle, Hedonic Shopping dan Impulse Buying. ABSTRACT In this era of rapid digital development, there has been a shift in consumer behavior where people who previously purchased fashion products directly (offline) now prefer online shopping. Shopee has become one of the most popular e-commerce platforms today, especially among the people of Tulang Bawang Barat, where Shopee is one of the main choices for online shopping. This study aims to analyze the influence of fashion involvement, shopping lifestyle, and hedonic shopping on impulse buying of fashion products on Shopee e-commerce from an Islamic business perspective. This study used a quantitative approach with a purposive sampling technique. The sample consisted of 100 people from Tulang Bawang Barat. Data collection was carried out through the distribution of questionnaires using Google Forms. The data analysis techniques used were validity test, reliability test, hypothesis test, and coefficient of determination test (R²). The results of this study indicate that Fashion Involvement has a negative and insignificant effect on Impulse Buying of fashion products on the Shopee e-commerce platform, with an original sample value of -0.009 and a p-value of 0.945. Shopping Lifestyle has a positive and significant effect on Impulse Buying of fashion products on Shopee, with an original sample value of 0.563 and a p-value of 0.001. Hedonic Shopping has a positive but insignificant effect on Impulse Buying of fashion products on Shopee, with an original sample value of 0.287 and a p-value of 0.082. From an Islamic perspective, impulsive buying behavior may be categorized as isrāf (excessiveness) and tabdhīr (wastefulness), both of which are prohibited. This is emphasized in Surah Al-Isra (17:27), which states that wasteful spending is a reprehensible act. Keywords: Fashion Involvement, Shopping Lifestyle, Hedonic Shopping, and Impulse Buying.

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