Social Media E-Commerce Campaign and Paylater System on Impulsive Buying Behavior of Gen Z: An Islamic Economic Perspective

Kusmilawaty K, Simanjuntak AAS, Muda I, Sugianto S and Soemitra A

Published on: 2024-07-31

Abstract

This study aims to analyze the influence of social media, e-commerce campaigns, and paylater systems on the implied buying behavior of Gen Z from the perspective of Islamic Economics. The research was carried out by an on impulsive buying behavior. This is because Gen Z is a critical and selective generation in buying a product by utilizing the information they get on social media. E-Commerce Campaigns that offer various interesting opportunities and paylater that also provide opportunities to shop even in conditions of limited funds are also not so attractive to Gen Z in shopping. This is because the majority of respondents who are Gen Z do not have their own income. The results of this study are very contrary to previous studies that say that Gen Z is a FOMO generation that often dissolves in Impulsive Buying Behavior. Gen Z's selective behavior in buying this product can be said to be in accordance with the principles of Islamic Economics.