Impulsive buying behavior of millennial TikTok users in the view of Al-Ghazali's maqasid syariah: A study of millennials in West Kalimantan
Abstract
The phenomenon of impulse buying on TikTok's Live Shopping feature is increasing among millennials, including in West Kalimantan, in line with the rise of visual-based marketing, flash sales, and real-time interactions. This behavior has the potential to lead to irrational purchasing decisions, so it needs to be studied from the perspective of Al-Ghazali's Maqasid Syariah, particularly in relation to the preservation of wealth (hifz al-mal) and self-control. This study aims to analyze the psychological influence of consumers, social media in purchasing, as well as financial planning and self-control on impulse buying among TikTok Live Shopping users, while assessing its suitability with the principles of Maqasid Syariah. The study uses a mixed method with a quantitative approach through SEM-PLS (SmartPLS 4) and a qualitative approach through in-depth interviews. The sample consisted of 140 millennial respondents in West Kalimantan who actively use TikTok. The outer model evaluation showed that all indicators were valid with a loading factor value ≥ 0.70. The inner model results showed that consumer psychology had a significant effect on impulse buying (β = 0.288; p = 0.001), social media significantly influences purchasing (β = 0.301; p = 0.000), and financial planning and self-control are the most dominant factors (β = 0.386; p = 0.000). Qualitative findings reinforce the statistical results, in which informants admitted to being driven to buy due to visual stimuli, social pressure from comments and shopping notifications, and weak self-control while watching live streams. The results of this study show that impulse buying behavior on TikTok tends to be inconsistent with Al-Ghazali's Maqasid Syariah, especially in terms of protecting property and controlling desires. The novelty of this research lies in the integration of digital consumer behavior analysis through SEM-PLS with a normative evaluation of Maqasid Syariah in the context of TikTok Live Shopping. This research is expected to contribute to the literature on digital Islamic economics and serve as a basis for financial literacy and Islamic consumption education for the millennial generation.
References
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Ascarya. (2011). Akad dan produk bank syariah. PT RajaGrafindo Persada.
Baitul Hamdi. (2022). Prinsip dan etika konsumsi Islam (Tinjauan maqashid syariah). Islamadina, 23(1). https://doi.org/10.30595/islamadina.v23i1.10821
Bolton, R. N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., & Solnet, D. (2013). Understanding Generation Y and their use of social media: A review and research agenda. Journal of Service Management, 24(3), 245–267. https://doi.org/10.1108/09564231311326987
Chen, Z., & Lu, X. (2021). Influencer marketing on TikTok: The impact of brand-influencer fit and content type on consumer engagement. Journal of Interactive Marketing, 54, 21–36.
Creswell, J. W. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). Sage Publications.
DataReportal. (2023). Digital 2023: Indonesia. https://datareportal.com/reports/digital-2023-indonesia
Djafarova, E., & Bowes, T. (2021). Instagram made me buy it: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
Dusuki, A. W., & Abdullah, N. I. (2007). Maqasid al-Shari’ah, maslahah, and corporate social responsibility. American Journal of Islamic Social Sciences, 24(1), 25–45. https://doi.org/10.35632/ajis.v24i1.415
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.
Islam, M. S., & Rahman, M. (2022). TikTok marketing and consumer behavior: A case study of millennials in Asia. Asian Journal of Business Research, 12(2), 45–63.
Kacen, J. J., & Lee, J. A. (2002). The influence of culture on consumer impulsive buying behavior. Journal of Consumer Psychology, 12(2), 163–176. https://doi.org/10.1207/S15327663JCP1202_08
Karim, A. A. (2010). Ekonomi mikro Islami. PT RajaGrafindo Persada.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). Sage Publications.
Mochamad Mukhlis. (2023). Implementasi konsumsi Islami dalam pendekatan maqashid syariah. Al-Iqtishod, 5(2), 281–288.
Montag, C., & Yang, H. (2021). Social media, TikTok, and mental health: A systematic review. Frontiers in Psychology, 12, 1–10. https://doi.org/10.3389/fpsyg.2021.641456
Muhammad Fadilah, & Qurroh Ayuniyyah. (2023). Konsumsi dalam ekonomi mikro Islam: Konsep, prinsip, dan etikanya perspektif maqashid al-syariah. Diversity. https://doi.org/10.32832/diversityjournal.v5i2.20039
Nunnally, J. C. (1994). Psychometric theory (3rd ed.). McGraw-Hill.
Prensky, M. (2001). Digital natives, digital immigrants. On the Horizon, 9(5), 1–6. https://doi.org/10.1108/10748120110424816
Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189–199. https://doi.org/10.1086/209105
Schiffman, L. G., & Kanuk, L. L. (2008). Perilaku konsumen. PT Indeks.
Smith, K. T. (2011). Digital marketing strategies that millennials find appealing, motivating, or just annoying. Journal of Strategic Marketing, 19(6), 489–499. https://doi.org/10.1080/0965254X.2011.581383
Solomon, M. R. (2018). Consumer behavior: Buying, having, and being (12th ed.). Pearson Education.
Verplanken, B., & Herabadi, A. G. (2001). Individual differences in impulse buying tendency: Feeling and no thinking. European Journal of Personality, 15(1), S71–S83. https://doi.org/10.1002/per.423
Authors
Copyright (c) 2026 Muhammad Holil, Pitri Yandi
This work is licensed under a Creative Commons Attribution 4.0 International License.