IMPULSE BUYING IN AN ISLAMIC ECONOMIC PERSPECTIVE: AN ANALYSIS OF FOMO AND DOUBLE-DATE PROMOTIONS ON E-COMMERCE USERS
Abstract
The development of e-commerce in Indonesia has driven significant changes in consumer behavior, one of which is the emergence of the impulse buying phenomenon. This study aims to analyze the influence of fear of missing out (FOMO) and double-date promotions on impulse buying by e-commerce users from an Islamic economic perspective. The research method used a quantitative approach with a purposive sampling technique on 468 respondents who had shopped on online shopping applications. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results showed that both FOMO and double-date promotions had a positive and significant effect on impulse buying, with double-date promotions being the most dominant factor. This finding confirms that event-based promotional strategies are more powerful in driving consumptive behavior than psychological factors. From an Islamic economic perspective, this type of consumption behavior can conflict with the principles of qana'ah (consumption of wealth), the prohibition of israf (israf), and tabdzir (indulgence in spending). Therefore, Islamic consumption literacy is needed to develop wise and sharia-compliant shopping behavior. For the e-commerce industry, this finding confirms that event-based promotional strategies such as double-date promotions are very effective in increasing transactions. However, companies also need to consider sustainability and ethical aspects to avoid encouraging excessive consumer behavior that could harm consumers. For consumers, this research raises awareness to be more critical and rational in approaching digital promotional strategies, enabling them to distinguish between immediate needs and desires.
Keywords: Impulse Buying, FOMO, Double Date Promo, E-Commerce, Islamic Economy
References
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Beatty, S. E., & Ferrell, M. E. (1998). Impulse Buying: Modeling Its Precursors. Journal of Retailing, 74(2), 169–191.
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Chen, Y., & Wang, R. (2016). Are humans rational? Exploring factors influencing impulse buying intention and continuous impulse buying intention. Journal of Consumer Behaviour, 15(2), 186–197. https://doi.org/10.1002/cb.1563
Dewi, K. (2024). Korelasi Festival Tanggal Kembar Shopee Terhadap Perilaku Impulsive Buying Gen Z Kecamatan Ngabang. ILTIZAM Journal of Shariah Economics Research, 8(1), 94–103. https://doi.org/10.30631/iltizam.v8i1.2505
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Firmansyah, R. A., & Fikriah, N. L. (2024). Impulsif di Era Digital: Attitude sebagai Mediasi Pengaruh FoMO dan Hedonisme terhadap Impulse Buying. Journal of Economics and Business Aseanomics, 9(2).
Fithriyani, S. A., Ratnaningtyas, A., & Prihandini, G. R. (2022). Perilaku Impulsive Buying Pada Mahasiswi Pengguna E-Commerce Shopee Ditinjau Dari Kontrol Diri. JCA Psikologi, 3(1).
Good, M. C., & Hyman, M. R. (2020). ‘Fear of missing out’: Antecedents and influence on purchase likelihood. Journal of Marketing Theory and Practice, 28(3), 330–341. https://doi.org/10.1080/10696679.2020.1766359
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Habib, S., & Almamy, A. (2025). Impact of FOMO on social media engagement and impulse buying of lifestyle products: Mediation analysis. Journal of Innovative Digital Transformation, 2(2), 176–195. https://doi.org/10.1108/JIDT-01-2025-0004
Hermina, T., Kurniawan, D. A., Fauziah, H., & Sundapa, D. (2025). Impulse Buying dalam Perspektif Ritel Modern: Sebuah Analisis Empiris terhadap Price Discount dan In-Store Display. Journal of Economics and Business UBS, 14(4).
Hidayat, F., & Riofita, H. (2024). Pengaruh Diskon Dan Promosi Terhadap Perilaku Pembelian Implusif Di Era Digital Pada Platform E-Commerce. Jurnal Kolaboratif Sains, 7(11).
Hodkinson, C. (2019). ‘Fear of Missing Out’ (FOMO) marketing appeals: A conceptual model. Journal of Marketing Communications, 25(1), 65–88. https://doi.org/10.1080/13527266.2016.1234504
Istiqomah, E. F., & Wahyudi, A. (2024). The Impact of FOMO on The Hedonism Attitude of Generation Z In Islamic Consumption Behavior. Al-Amwal: Jurnal Ekonomi Dan Perbankan Syari’ah, 16(2).
Kalla, S. M., & Arora, A. P. (2011). Impulse Buying: A Literature Review. Global Business Review, 12(1), 145–157. https://doi.org/10.1177/097215091001200109
Kasanah, U., & Fikriyah, K. (2022). Determinan Impulsive Buying Behavior Pembelian Produk Fashion Muslim Pada Marketplace Era New Normal Di Madiun. Jurnal Ekonomika dan Bisnis Islam, 4(3), 53–68. https://doi.org/10.26740/jekobi.v4n3.p53-68
Kathuria, A., & Bakshi, A. (2024). Influence of promotional factors on online impulse buying: Exploring the mediating role of impulse buying tendency. Current Psychology, 43(44), 34035–34051. https://doi.org/10.1007/s12144-024-06911-8
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson. (15th ed.). Pearson.
Loundon, D. L., & Bitta, A. J. (2002). Consumer Behavior: Concepts and Applications (4th ed.). McGraw Hill Education.
Martaleni, M., Hendrasto, F., Hidayat, N., Alfandy Dzikri, A., & Nyoman Kerti Yasa, N. (2022). Flash sale and online impulse buying: Mediation effect of emotions. Innovative Marketing, 18(2), 49–59. https://doi.org/10.21511/im.18(2).2022.05
Maruapey, M. W., Malawat, F. F., Pelupessy, F. W., Yaman, A., & Hamizar, A. (2025). Psikologi Fomo Gen-Z Dalam Pembelian Impulsif: Analisis Perilaku Religiusitas Konsumen Muslim. J-CEKI : Jurnal Cendekia Ilmiah, 4(2).
McGinnis, P. J. (2020). Fear of missing out: Practical decision-making in a world of overwhelming choice. Sourcebooks. Sourcebooks.
Mertaningrum, N. L. P. E., Giantari, I. G. A. K., Ekawati, N. W., & Setiawan, P. Y. (2023). Perilaku Belanja Impulsif Secara Online. Jurnal Ilmu Sosial dan Humaniora, 12(3), 605–616. https://doi.org/10.23887/jish.v12i3.70463
Milyavskaya, M., Saffran, M., Hope, N., & Koestner, R. (2018). Fear of missing out: Prevalence, dynamics, and consequences of experiencing FOMO. Motivation and Emotion, 42(5), 725–737. https://doi.org/10.1007/s11031-018-9683-5
Morsi, N., Sá, E., & Silva, J. (2025). Walking away: Investigating the adverse impact of FOMO appeals on FOMO-prone consumers. Business Horizons, 68(2), 197–212. https://doi.org/10.1016/j.bushor.2024.11.001
Mowen, J. C., Minor, M., & Salim, L. (2022). Perilaku konsumen. Erlangga.
Nadhifah, S. N., & Syakur, A. (2025). Etika Konsumsi Dan Tantangan Hedonisme Perspektif Al-Qur’an Dan Hadis. jesya, 8(1), 557–568. https://doi.org/10.36778/jesya.v8i1.1928
Nawaz, S., Jiang, Y., Nawaz, M. Z., Manzoor, S. F., & Zhang, R. (2021). Mindful Consumption, Ego-Involvement, and Social Norms Impact on Buying SHC: Role of Platform Trust and Impulsive Buying Tendency. Sage Open, 11(4), 21582440211056621. https://doi.org/10.1177/21582440211056621
Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014
Purwaningsih, A. G. (2021). Pengaruh Promosi Penjualan Dan Gender Terhadap Perilaku Impulse Buying Pada E-Commerce Shopee. Forum Bisnis Dan Kewirausahaan Jurnal Ilmiah, 10(2).
Putri, I. A. D., & Fikriyah, K. (2023). Pengaruh Influencer Dan Online Customer Review Terhadap Pembelian Impulsif Pada Produk Kosmetik Halal Di Tiktok Shop. Edunomika, 07(01).
Rahmania, K., & Afifah, N. (2022). Analisis Pengaruh Hedonic Shopping Motivation, Live Streaming dan Flash Sale Terhadap Online Impulse Buying pada Konsumen E-commerce. Manajemen Business Innovation Conference-MBIC.
Roberts, J. A., & David, M. E. (2020). The Social Media Party: Fear of Missing Out (FoMO), Social Media Intensity, Connection, and Well-Being. International Journal of Human–Computer Interaction, 36(4), 386–392. https://doi.org/10.1080/10447318.2019.1646517
Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189. https://doi.org/10.1086/209105
Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22(3), 305. https://doi.org/10.1086/209452
Rosely, N., Sakarji, S. R., & Thani, A. K. A. (2024). “Sorry, I Couldn’t Give Up Shopping!” How Live Streaming Urge Consumers towards Impulsive Fast Fashion Purchases. 16(2).
Wahid, A. J., Millantika, S. C., & Supriatna, A. K. (2024). The Effect of Double Date Discounts on Sales Levels In E-Commerce Shopee (Case Study on Students of Padjadjaran University in Jatinangor). International Journal of Quantitative Research and Modeling, 5(4), 451–462.
Wang, L., Yan, Q., & Chen, W. (2019). Drivers of purchase behavior and post-purchase evaluation in the Singles’ Day promotion. Journal of Consumer Marketing, 36(6), 835–845. https://doi.org/10.1108/JCM-08-2017-2335
Wu, J.-H., Li, Q., & Kee Wei, K. (2016). Alibaba’s IT platform and electronic commerce synergy in driving “Singles’ Day”. Journal of Organizational Computing and Electronic Commerce, 26(3), 193–202. https://doi.org/10.1080/10919392.2016.1194050
Xiao, S. H., & Nicholson, M. (2013). A Multidisciplinary Cognitive Behavioural Framework of Impulse Buying: A Systematic Review of the Literature. International Journal of Management Reviews, 15(3), 333–356. https://doi.org/10.1111/j.1468-2370.2012.00345.x
Yan, Q., Wang, L., Chen, W., & Cho, J. (2016). Study on the influencing factors of unplanned consumption in a large online promotion activity. Electronic Commerce Research, 16(4), 453–477. https://doi.org/10.1007/s10660-016-9215-x
Ayuni, D., & Fikriyah, K. (2024). Pengaruh Factor Social, Store Environment Dan Shopping Lifestyle Terhadap Impulsif Buying Konsumen Muslim Pada Matahari Department Store Royal Plaza Surabaya. Jurnal Ekonomika dan Bisnis Islam, 7(2).
Beatty, S. E., & Ferrell, M. E. (1998). Impulse Buying: Modeling Its Precursors. Journal of Retailing, 74(2), 169–191.
Che, H. (2024). External and internal factors leading to impulsive consumption behavior in mainstream society. In P. M. Eloundou-Enyegue, Addressing Global Challenges—Exploring Socio-Cultural Dynamics and Sustainable Solutions in a Changing World (1st ed., pp. 903–907). Routledge. https://doi.org/10.1201/9781032676043-126
Chen, C., & Li, X. (2019). Effects of Singles’ Day atmosphere stimuli and Confucian values on consumer purchase intention. Asia Pacific Journal of Marketing and Logistics, 32(7), 1387–1405. https://doi.org/10.1108/APJML-05-2019-0294
Chen, Y., & Wang, R. (2016). Are humans rational? Exploring factors influencing impulse buying intention and continuous impulse buying intention. Journal of Consumer Behaviour, 15(2), 186–197. https://doi.org/10.1002/cb.1563
Dewi, K. (2024). Korelasi Festival Tanggal Kembar Shopee Terhadap Perilaku Impulsive Buying Gen Z Kecamatan Ngabang. ILTIZAM Journal of Shariah Economics Research, 8(1), 94–103. https://doi.org/10.30631/iltizam.v8i1.2505
Ferdinand, A. (2006). Structural Equation Modeling Dalam Penelitian Manajemen: Aplikasi Model-model rumit dalam Penelitian untuk tesis S-2 dan disertasi S-3. Badan Penerbit Universitas Diponegoro.
Firmansyah, R. A., & Fikriah, N. L. (2024). Impulsif di Era Digital: Attitude sebagai Mediasi Pengaruh FoMO dan Hedonisme terhadap Impulse Buying. Journal of Economics and Business Aseanomics, 9(2).
Fithriyani, S. A., Ratnaningtyas, A., & Prihandini, G. R. (2022). Perilaku Impulsive Buying Pada Mahasiswi Pengguna E-Commerce Shopee Ditinjau Dari Kontrol Diri. JCA Psikologi, 3(1).
Good, M. C., & Hyman, M. R. (2020). ‘Fear of missing out’: Antecedents and influence on purchase likelihood. Journal of Marketing Theory and Practice, 28(3), 330–341. https://doi.org/10.1080/10696679.2020.1766359
Gunawan. (2023). Fear of Missing Out (FOMO) as a Psychological Strategy in Digital Marketing. Jurnal Ilmiah Multidisiplin Indonesia (JIM-ID), 3(02).
Habib, S., & Almamy, A. (2025). Impact of FOMO on social media engagement and impulse buying of lifestyle products: Mediation analysis. Journal of Innovative Digital Transformation, 2(2), 176–195. https://doi.org/10.1108/JIDT-01-2025-0004
Hermina, T., Kurniawan, D. A., Fauziah, H., & Sundapa, D. (2025). Impulse Buying dalam Perspektif Ritel Modern: Sebuah Analisis Empiris terhadap Price Discount dan In-Store Display. Journal of Economics and Business UBS, 14(4).
Hidayat, F., & Riofita, H. (2024). Pengaruh Diskon Dan Promosi Terhadap Perilaku Pembelian Implusif Di Era Digital Pada Platform E-Commerce. Jurnal Kolaboratif Sains, 7(11).
Hodkinson, C. (2019). ‘Fear of Missing Out’ (FOMO) marketing appeals: A conceptual model. Journal of Marketing Communications, 25(1), 65–88. https://doi.org/10.1080/13527266.2016.1234504
Istiqomah, E. F., & Wahyudi, A. (2024). The Impact of FOMO on The Hedonism Attitude of Generation Z In Islamic Consumption Behavior. Al-Amwal: Jurnal Ekonomi Dan Perbankan Syari’ah, 16(2).
Kalla, S. M., & Arora, A. P. (2011). Impulse Buying: A Literature Review. Global Business Review, 12(1), 145–157. https://doi.org/10.1177/097215091001200109
Kasanah, U., & Fikriyah, K. (2022). Determinan Impulsive Buying Behavior Pembelian Produk Fashion Muslim Pada Marketplace Era New Normal Di Madiun. Jurnal Ekonomika dan Bisnis Islam, 4(3), 53–68. https://doi.org/10.26740/jekobi.v4n3.p53-68
Kathuria, A., & Bakshi, A. (2024). Influence of promotional factors on online impulse buying: Exploring the mediating role of impulse buying tendency. Current Psychology, 43(44), 34035–34051. https://doi.org/10.1007/s12144-024-06911-8
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson. (15th ed.). Pearson.
Loundon, D. L., & Bitta, A. J. (2002). Consumer Behavior: Concepts and Applications (4th ed.). McGraw Hill Education.
Martaleni, M., Hendrasto, F., Hidayat, N., Alfandy Dzikri, A., & Nyoman Kerti Yasa, N. (2022). Flash sale and online impulse buying: Mediation effect of emotions. Innovative Marketing, 18(2), 49–59. https://doi.org/10.21511/im.18(2).2022.05
Maruapey, M. W., Malawat, F. F., Pelupessy, F. W., Yaman, A., & Hamizar, A. (2025). Psikologi Fomo Gen-Z Dalam Pembelian Impulsif: Analisis Perilaku Religiusitas Konsumen Muslim. J-CEKI : Jurnal Cendekia Ilmiah, 4(2).
McGinnis, P. J. (2020). Fear of missing out: Practical decision-making in a world of overwhelming choice. Sourcebooks. Sourcebooks.
Mertaningrum, N. L. P. E., Giantari, I. G. A. K., Ekawati, N. W., & Setiawan, P. Y. (2023). Perilaku Belanja Impulsif Secara Online. Jurnal Ilmu Sosial dan Humaniora, 12(3), 605–616. https://doi.org/10.23887/jish.v12i3.70463
Milyavskaya, M., Saffran, M., Hope, N., & Koestner, R. (2018). Fear of missing out: Prevalence, dynamics, and consequences of experiencing FOMO. Motivation and Emotion, 42(5), 725–737. https://doi.org/10.1007/s11031-018-9683-5
Morsi, N., Sá, E., & Silva, J. (2025). Walking away: Investigating the adverse impact of FOMO appeals on FOMO-prone consumers. Business Horizons, 68(2), 197–212. https://doi.org/10.1016/j.bushor.2024.11.001
Mowen, J. C., Minor, M., & Salim, L. (2022). Perilaku konsumen. Erlangga.
Nadhifah, S. N., & Syakur, A. (2025). Etika Konsumsi Dan Tantangan Hedonisme Perspektif Al-Qur’an Dan Hadis. jesya, 8(1), 557–568. https://doi.org/10.36778/jesya.v8i1.1928
Nawaz, S., Jiang, Y., Nawaz, M. Z., Manzoor, S. F., & Zhang, R. (2021). Mindful Consumption, Ego-Involvement, and Social Norms Impact on Buying SHC: Role of Platform Trust and Impulsive Buying Tendency. Sage Open, 11(4), 21582440211056621. https://doi.org/10.1177/21582440211056621
Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014
Purwaningsih, A. G. (2021). Pengaruh Promosi Penjualan Dan Gender Terhadap Perilaku Impulse Buying Pada E-Commerce Shopee. Forum Bisnis Dan Kewirausahaan Jurnal Ilmiah, 10(2).
Putri, I. A. D., & Fikriyah, K. (2023). Pengaruh Influencer Dan Online Customer Review Terhadap Pembelian Impulsif Pada Produk Kosmetik Halal Di Tiktok Shop. Edunomika, 07(01).
Rahmania, K., & Afifah, N. (2022). Analisis Pengaruh Hedonic Shopping Motivation, Live Streaming dan Flash Sale Terhadap Online Impulse Buying pada Konsumen E-commerce. Manajemen Business Innovation Conference-MBIC.
Roberts, J. A., & David, M. E. (2020). The Social Media Party: Fear of Missing Out (FoMO), Social Media Intensity, Connection, and Well-Being. International Journal of Human–Computer Interaction, 36(4), 386–392. https://doi.org/10.1080/10447318.2019.1646517
Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189. https://doi.org/10.1086/209105
Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22(3), 305. https://doi.org/10.1086/209452
Rosely, N., Sakarji, S. R., & Thani, A. K. A. (2024). “Sorry, I Couldn’t Give Up Shopping!” How Live Streaming Urge Consumers towards Impulsive Fast Fashion Purchases. 16(2).
Wahid, A. J., Millantika, S. C., & Supriatna, A. K. (2024). The Effect of Double Date Discounts on Sales Levels In E-Commerce Shopee (Case Study on Students of Padjadjaran University in Jatinangor). International Journal of Quantitative Research and Modeling, 5(4), 451–462.
Wang, L., Yan, Q., & Chen, W. (2019). Drivers of purchase behavior and post-purchase evaluation in the Singles’ Day promotion. Journal of Consumer Marketing, 36(6), 835–845. https://doi.org/10.1108/JCM-08-2017-2335
Wu, J.-H., Li, Q., & Kee Wei, K. (2016). Alibaba’s IT platform and electronic commerce synergy in driving “Singles’ Day”. Journal of Organizational Computing and Electronic Commerce, 26(3), 193–202. https://doi.org/10.1080/10919392.2016.1194050
Xiao, S. H., & Nicholson, M. (2013). A Multidisciplinary Cognitive Behavioural Framework of Impulse Buying: A Systematic Review of the Literature. International Journal of Management Reviews, 15(3), 333–356. https://doi.org/10.1111/j.1468-2370.2012.00345.x
Yan, Q., Wang, L., Chen, W., & Cho, J. (2016). Study on the influencing factors of unplanned consumption in a large online promotion activity. Electronic Commerce Research, 16(4), 453–477. https://doi.org/10.1007/s10660-016-9215-x
Published
2025-10-16
How to Cite
FIKRIYAH, Khusnul; SURYANINGSIH, Sri Abidah; ADABI, Muhammad Akmal Chesta.
IMPULSE BUYING IN AN ISLAMIC ECONOMIC PERSPECTIVE: AN ANALYSIS OF FOMO AND DOUBLE-DATE PROMOTIONS ON E-COMMERCE USERS.
Proceedings of the International Conference of Islamic Economics and Business (ICONIES), [S.l.], v. 11, n. 1, p. 1519-1534, oct. 2025.
ISSN 2541-3333.
Available at: <https://conferences.uin-malang.ac.id/index.php/iconies/article/view/3464>. Date accessed: 15 apr. 2026.
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Articles
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