ANALISIS PERILAKU KONSUMSI IMPULSIVE BUYING REMAJA GEN-Z PADA MARKETPLACE SHOPEE LIVE DALAM PERSPEKTIF EKONOMI ISLAM (Studi Kasus Pada Mahasiswa FEBI UNZAH)
Impulsive Buying, Generation Z, Shopee Marketplace
The aim of this research is to analyze the impulsive buying consumption behavior of generation Z on the Shopee Live marketplace form an Islamic economic perspective. This research uses a qualitative method with a phenomenological approach. The research location was determined purposively as an area at the Faculty of Islamic Economics and Business UNZAH. Meanwhile, the informant of research such as 10 students of FEBI UNZAH. Data collection technique were carried out using interviews, observations, and documents. Data analysis technique by means of data reduction, data presentation, and drawing conclusions. The results of this research are, 1) Gen-Z often does impulsive buying when there is availability of funds; 2) Gen-Z consumption patterns are not based on priority needs, but based on desires and interests; 3) Gen-Z’s impulsive buying behavior is not based on the principles of benefits and maslahah. Overall, it is necessary to construct Islamic moral values for Gen-Z in carrying out economic activities, especially consumption activities.