Electronic Theses and Dissertation

Abstrak pesatnya tren busana muslim (modest fashion) pada platform e-commerce di kalangan konsumen muda saat ini memicu diskusi mengenai pola konsumsi spontan yang mungkin bersinggungan dengan nilai-nilai religiusitas. penelitian ini bertujuan untuk menganalisis pengaruh intrinsic religiosity dan extrinsic religiosity terhadap impulsive buying melalui life satisfaction pada generasi z di kota banda aceh. penelitian ini menguji sejauh mana nilai-nilai agama dan tingkat kepuasan hidup dapat mengendalikan perilaku belanja spontan pada produk modest fashion. metode penelitian yang digunakan adalah kuantitatif dengan sampel berjumlah 135 orang yang dipilih menggunakan teknik purposive sampling. teknik analisis data menggunakan structural equation modeling (sem) berbasis partial least square (pls). hasil penelitian menunjukkan bahwa intrinsic religiosity dan extrinsic religiosity tidak berpengaruh signifikan terhadap impulsive buying. sebaliknya, extrinsic religiosity berpengaruh signifikan terhadap life satisfaction, namun life satisfaction sendiri tidak memiliki pengaruh terhadap impulsive buying. selain itu, life satisfaction tidak mampu memediasi hubungan antara religiusitas (intrinsic maupun extrinsic) terhadap impulsive buying. temuan ini mengindikasikan bahwa bagi generasi z di banda aceh, komunitas religi meningkatkan kepuasan hidup, namun tidak menjadi faktor utama dalam mengerem perilaku belanja impulsif yang lebih dipicu oleh faktor eksternal di luar model penelitian. kata kunci: religiusitas intrinsik, religiusitas ekstrinsik, kepuasan hidup, pembelian impulsif

ABSTRACT The rapid rise of modest fashion on e-commerce platforms among young consumers has sparked discussions about spontaneous consumption patterns that may intersect with religious values. This study aims to analyze the influence of intrinsic and extrinsic religiosity on impulsive buying through life satisfaction among Generation Z in Banda Aceh City. This study examines the extent to which religious values and life satisfaction can control impulsive shopping behavior for modest fashion products. The research method used was quantitative with a sample of 135 people selected using a purposive sampling technique. The data analysis technique used Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results showed that intrinsic and extrinsic religiosity did not significantly influence impulsive buying. Conversely, extrinsic religiosity significantly influenced life satisfaction, but life satisfaction itself had no effect on impulsive buying. Furthermore, life satisfaction was unable to mediate the relationship between religiosity (intrinsic or extrinsic) and impulsive buying. These findings indicate that for Generation Z in Banda Aceh, religious communities increase life satisfaction, but are not the main factor in curbing impulsive shopping behavior that is more triggered by external factors outside the research model. Keywords: Intrinsic Religiosity, Extrinsic Religiosity, Life Satisfaction, Impulsive Buying