Does Islamic Branding Moderate Impulse Buying?
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Abstract
Purpose– To show the influence of shopping lifestyle values, availability of money, availability of time, and religiosity on impulse buying with Islamic branding as a moderating variable.
Design/methodology/approach– this study uses a quantitative descriptive method. The analytical technique used is Structural Equation Modeling-Partial Least Square- (SEM-PLS) with a sample of 230 Muslim fashion consumers in Indonesia. This research was conducted in 2023 by distributing questionnaires via Google form and distributing them on social media.
finding– The results of the study show that shopping lifestyle, availability of money, and availability of time have a positive effect on impulse buying. Meanwhile, religiosity has a negative effect on impulse buying. As for testing the moderating variable, it shows that Islamic branding does not moderate the relationship of all independent variables to the dependent variable.
Practical implications– The results of this studycan be an illustration to be wiser and more careful in spending their wealth, because consumers will easily fall prey to impulse buying behavior which will ultimately impact on wasteful behavior that is not in accordance with Islamic law. For Muslim fashion entrepreneurs in Indonesia, this impulse buying phenomenon can be a good opportunity for the Muslim fashion industry in Indonesia, because an increase in consumer impulse buying will increase the number of requests.
Originality/values–This study is the first to testthe influence of shopping lifestyle, availability of money, availability of time, and religiosity on impulse buying of Muslim fashion in Indonesia moderated by Islamic branding.
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