Consumer Religiosity as a Moderator of the Determinants of Impulse Buying: Discounts and Hedonic Lifestyle

https://doi.org/10.35912/simo.v6i4.4883
Published: Jan 19, 2026

Abstract:

Purpose: Purpose to identify and analyze the relationship between the variables studied.

Methodology/approach: This study uses quantitative research methods. the sample was taken from this is april consumers who met certain criteria, such as those who actively bought and had a shopping experience at this is april. In this study the sampling used by researchers is non probability sampling. Data collection techniques using questionnaires and interviews.data sources in this study using primary and secondary data.

Results/findings: The results show that discounts and hedonic lifestyle significantly influence impulse buying, with an Adjusted R² of 0.765, indicating that 76.5% of the variation in impulse buying is explained by these variables. Consumer religiosity was found not to moderate the relationship between discounts, hedonic lifestyle, and impulse buying.

Conclusion: The study found that although discounts and hedonic lifestyles trigger impulsive buying, consumer confidence serves as a significant moderator, where higher levels of religiosity can reduce such tendencies, providing important insights for Islamic businesses to manage marketing strategies ethically and responsibly.

Limitations: This study has limitations on the scope of respondents who only include consumers with a certain cultural background and level of religiosity, so the results may not necessarily be generalized to the wider population.

Contribution: This study contributes to enriching the literature on impulsive consumer behavior with a religiosity moderation approach in the context of Islamic business, which is still rarely studied in depth.

Keywords:
1. Discount
2. Hedonic Life Style
3. Impulse Buying
Authors:
1 . Della Nur Fitriyani
2 . Muhammad Kurniawan
3 . Yeni Susanti
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How to Cite
Fitriyani, D. N., Kurniawan, M., & Susanti, Y. (2026). Consumer Religiosity as a Moderator of the Determinants of Impulse Buying: Discounts and Hedonic Lifestyle. Studi Ilmu Manajemen Dan Organisasi, 6(4), 77–93. https://doi.org/10.35912/simo.v6i4.4883
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Issue & Section
Vol. 6 No. 4 (2026): Januari
Articles
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References

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    Arswenda, M. H., & Huda, N. (2024). Pengaruh Brand Image, Product Quality, Dan Hedonic Lifestyle Terhadap Purchase Decision Iphone Di Kota Jepara. Jurnal Bina Bangsa Ekonomika.

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    Banurea, S. R., & Riofita, H. (2024). Analisis Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Ekonodinamika: Jurnal Ekonomi Dinamis.

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    Fauzia, I. Y., & Riyadi, A. K. (2014). Prinsif dasar ekonomi islam. Kencana.

    Fitryani, F., & Mardiyanah, U. (2022). The Influence Of E-Commerce Advertising Promotions And Hedonic Shoping Value On Impulse Buying Through Customer Satisfaction In An Islamic Economic Perspective In West Surabaya. Jurnal Ekonomi Bisnis Dan Sosial Sains.

    Gafur, M. K., Bukido, R., & Jamal, R. (2024). The Impact of Impulse Buying Behavior and Hedonistic Lifestyle of IAIN Manado Students on Sharia Investment: An Islamic Economic Perspective. Journal of Islamic Banking and Finance, 4(1).

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    Maryati, W., Hartini, S., & Premananto, G. C. (2021). The Role of Religiosity and Spirituality on Impulsive Buying. Journal of Islamic Economics, 5(1). https://doi.org/https://doi.org/10.26740/al-uqud.v5n1.p119-150

    Minton, E. A., Tan, S. J., Tambyah, S. K., & Liu, R. L. (2022). Drivers of Sustainability and Consumer Well-Being: An Ethically-Based Examination of Religious and Cultural Values. Journal of Business Ethics, 175. https://doi.org/10.1007/s10551-020-04674-3

    Mulyono, H. (2024). Pengaruh Diskon Tanggal Kembar Pada E-Commerce Terhadap Keputusan Pembelian. International Journal of Economics And Business Studies, 1(1).

    Noor, Z. Z. (2020). The Effect Of Price Discount And In-Store Display On Impulse Buying. Jurnal Ilmu-Ilmu Sosial Dan Humaniora.

    Novita, Y., Tarmizi, & Lidiana. (2024). Analisis Pengaruh Lingkungan Toko dan Kualitas Layanan terhadap Keputusan Pembelian Impulsif pada Konsumen. Jurnal Managemen Dan Teknologi.

    Nurdiansah, A., & Widyastuti, W. (2022). Pengaruh Price Discount Terhadap Customer Satisfaction Dan Repurchase Intention (Studi Pada Pengguna Shopee Food). Sibatik Journal Jurnal Ilmiah Bidang Sosial Ekonomi Budaya Teknologi Dan Pendidikan.

    Nurrachmi, I., & Setiawan, S. (2020). Pengaruh Religiusitas, Kepercayaan, dan Kepuasan terhadap Keputusan Pembelian Ulang Produk Halal. Iqtishadia: Jurnal Ekonomi & Perbankan Syariah.

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    Putri, V. P. (2020). Shopping lifestyle as mediating between hedonic shopping on impulse buying online at marketplace. Manajemen Bisnis.

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    Roviqoh, T. S., & Supriati, S. (2022). The Effect Of Price Discounts On Impulsive Online Purchase Decisions. Journal Of Applied Business Administration.

    Rusanti, E., M., A. A. Y., & Kamil, M. A. (2024). The Effect of Materialism and Hedonic Shopping Toward Impulse Buying of Muslim Consumer: A Moderating Role of Religiosity. Journal of Islamic Economics and Business.

    Sari, D. P. (2025). Analisis Perilaku Konsumtif Mahasiswa Iain Madura pada Penggunaan Shopee Paylater dalam Perspektif Maqashid Syariah. Jurnal Ilmu Ekonomi Dan Implementasi, 2(1).

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    Tan, W. K. (2023). When do price discounts become attractive? A study comparing discount strategies on consumer perceptions. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-06-2021-0456

    Zafar, A. U., Qiu, J., Shahzad, M., Shen, J., Bhutto, T. A., & Irfan, M. (2020). E-commerce platforms and social media consumers are constantly exposed to promotions designed to trigger emotions and quick decisions. Asia Pacific Journal of Marketing and Logistics. https://doi.org/doi/10.1108/apjml-08-2019-0495

    Zayusman, F. (2019). Pengaruh Hedonic Shopping Value dan Shopping Lifestyle terhadap Impulse Buying pada Pelanggan Tokopedia di Kota Padang. Jurnal Kajian Manajemen Dan Wirausaha.

    Zhang, Z., Zhang, N., & Wang, J. (2022). The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce. MDPI Sustainability, 14(4). https://doi.org/https://doi.org/10.3390/su14042122

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  2. Andronicus, M., Chairunnisa, L. T., & Aryanti, indah rizky. (2023). Analisis Pengaruh Shopping Lifestyle dan Fashion Involvement Terhadap Impulse Buying Behavior. JaManKu: Jurnal Manajemen Dan Kewirausahaan, 4(1).
  3. Arswenda, M. H., & Huda, N. (2024). Pengaruh Brand Image, Product Quality, Dan Hedonic Lifestyle Terhadap Purchase Decision Iphone Di Kota Jepara. Jurnal Bina Bangsa Ekonomika.
  4. Asiyah, S., & Hariri. (2021). Consumer Behavior Based on Religiosity Perilaku Konsumen Berdasar Religiusitas. Perisai: Islamic Banking and Finance Journal.
  5. Atika, A. R., Wahab, A., & Sapa, N. Bin. (2023). Impact of Hedonistic Lifestyle to the Impulsive Buying of Students through the Perspective of Islamic Economy. Laa Maisyir Jurnal Ekonomi Islam.
  6. Banurea, S. R., & Riofita, H. (2024). Analisis Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Ekonodinamika: Jurnal Ekonomi Dinamis.
  7. Barokah, S., Asriandhini, B., & Putera, M. M. (2021). Emotional Shopping Sebagai Variabel Mediasi Gaya Hidup Dan Motivasi Belanja Hedonis Pada Keputusan Pembelian Impulsif Produk 3second. Jurnal Management.
  8. Belch, G. E., & Belch, M. A. (2009). Advertising and Promotion?: An Integrated Marketing Communications Perspective. McGraw Hill.
  9. Chusniasari, C., & Prijati, P. (2015). Pengaruh Shopping Lifestyle ,fashion Involvement dan Hedonic Shopping Terhadap Impulse Buying Pelanggan. Jurnal Ilmu Dan Riset Manajemen, 4(12).
  10. Daga, R., & Indriakati, A. J. (2022). Religiosity, Social And Psychological Factors On Purchase Decisions And Consumer Loyalty. Jurnal Manajemen, 26(3).
  11. Fadilah, S., Untari, D. T., & Andrian. (2024). Pengaruh Diskon, Desain Produk Dan Hedonic Shopping Motivation Terhadap Pembelian Impulsif Di Marketplace Shopee. IJESM Indonesian Journal of Economics and Strategic Management, 2(3).
  12. Fajarista, R., & Taufik, T. (2025). The Relationship Between Ego Identity and Hedonistic Lifestyle in Adolescents. TOFEDU: The Future of Education Journal, 4(1).
  13. Fauzia, I. Y., & Riyadi, A. K. (2014). Prinsif dasar ekonomi islam. Kencana.
  14. Fitryani, F., & Mardiyanah, U. (2022). The Influence Of E-Commerce Advertising Promotions And Hedonic Shoping Value On Impulse Buying Through Customer Satisfaction In An Islamic Economic Perspective In West Surabaya. Jurnal Ekonomi Bisnis Dan Sosial Sains.
  15. Gafur, M. K., Bukido, R., & Jamal, R. (2024). The Impact of Impulse Buying Behavior and Hedonistic Lifestyle of IAIN Manado Students on Sharia Investment: An Islamic Economic Perspective. Journal of Islamic Banking and Finance, 4(1).
  16. Goel, P., Parayitam, S., Sharma, A., Rana, N. P., & Dwivedi, Y. K. (2022). A moderated mediation model for e-impulse buying tendency, customer satisfaction and intention to continue e-shopping. Journal of Business Research, 142.
  17. Hafizi, N. A. Al, & Ali, H. (2021). Purchase Intention and Purchase Decision Model: Multi Channel Marketing and Discount on Medcom. Id Online News Portal. Dinasti International Journal of Digital Business, 2(3).
  18. Isnaini, D. (2020). Relevansi Religiusitas Dengan Perilaku Konsumsi. AL-Intaj: Jurnal Ekonomi Dan Perbankan Syariah.
  19. Jazilah, H., & Azizah, S. (2022). Online Shop dan Tren Gaya Hidup Shopaholic di Kalangan Mahasiswi. The Sociology of Islam, 5(1).
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  21. Kurniaditya, G. B., Purwaningtyas, D., & Fadhilah, Z. E. (2024). Pengaruh Diskon Harga terhadap Keputusan Pembelian pada Konsumen Matahari Department Store. Journal of Psychology Students.
  22. Lestari, I., & Dalimunthe, H. (2023). Relationship of Online Promotions and Discounts on Impulse Buying: A Case Study of Matahari Binjai Supermall Consumers. International Journal of Finance, Economics and Business.
  23. Lukito, R. M. (2024). Pengaruh Religiusitas Dan Konformitas Pada Perilaku Konsumsi Masyarakat (Studi Pada Desa Kundi Kecamatan Simpang Teritip Kabupaten Bangka Barat). Journal of Economic Bussines and Accounting (COSTING).
  24. Maharani, I. G. . P. D., & Darma, G. S. (2018). Consumer Purchasing Behavior Analysis on Impulse Buying. Jurnal Manajemen Bisnis.
  25. Maryati, W., Hartini, S., & Premananto, G. C. (2021). The Role of Religiosity and Spirituality on Impulsive Buying. Journal of Islamic Economics, 5(1). https://doi.org/https://doi.org/10.26740/al-uqud.v5n1.p119-150
  26. Minton, E. A., Tan, S. J., Tambyah, S. K., & Liu, R. L. (2022). Drivers of Sustainability and Consumer Well-Being: An Ethically-Based Examination of Religious and Cultural Values. Journal of Business Ethics, 175. https://doi.org/10.1007/s10551-020-04674-3
  27. Mulyono, H. (2024). Pengaruh Diskon Tanggal Kembar Pada E-Commerce Terhadap Keputusan Pembelian. International Journal of Economics And Business Studies, 1(1).
  28. Noor, Z. Z. (2020). The Effect Of Price Discount And In-Store Display On Impulse Buying. Jurnal Ilmu-Ilmu Sosial Dan Humaniora.
  29. Novita, Y., Tarmizi, & Lidiana. (2024). Analisis Pengaruh Lingkungan Toko dan Kualitas Layanan terhadap Keputusan Pembelian Impulsif pada Konsumen. Jurnal Managemen Dan Teknologi.
  30. Nurdiansah, A., & Widyastuti, W. (2022). Pengaruh Price Discount Terhadap Customer Satisfaction Dan Repurchase Intention (Studi Pada Pengguna Shopee Food). Sibatik Journal Jurnal Ilmiah Bidang Sosial Ekonomi Budaya Teknologi Dan Pendidikan.
  31. Nurrachmi, I., & Setiawan, S. (2020). Pengaruh Religiusitas, Kepercayaan, dan Kepuasan terhadap Keputusan Pembelian Ulang Produk Halal. Iqtishadia: Jurnal Ekonomi & Perbankan Syariah.
  32. Paradiba, A. R., Palandeng, I. D., & Poluan, J. G. (2024). Pengaruh Hedonic Lifestyle dan Hedonic Shopping Motivation terhadap Pembelian Impulsif Konsumen (Studi pada Mahasiswa S1 Manajemen Universitas Sam Ratulangi Manado Pengguna TikTok Shop)). Jurnal EMBA?: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi.
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  34. Putri, N. E., & Ambardi, A. (2023). Pengaruh Gaya Hidup Hedonisme Dan Promo Tanggal Kembar Terhadap Impulse Buying. Jurnal Bintang Manajemen.
  35. Putri, V. P. (2020). Shopping lifestyle as mediating between hedonic shopping on impulse buying online at marketplace. Manajemen Bisnis.
  36. Qasim, I. (2024). Omnichannel Touchpoints and Spontaneous Purchases: A Study on the Impulse Buying Behavior of Modern Consumers. EuroMid Journal of Business and Tech-Innovation, 3(2).
  37. Roviqoh, T. S., & Supriati, S. (2022). The Effect Of Price Discounts On Impulsive Online Purchase Decisions. Journal Of Applied Business Administration.
  38. Rusanti, E., M., A. A. Y., & Kamil, M. A. (2024). The Effect of Materialism and Hedonic Shopping Toward Impulse Buying of Muslim Consumer: A Moderating Role of Religiosity. Journal of Islamic Economics and Business.
  39. Sari, D. P. (2025). Analisis Perilaku Konsumtif Mahasiswa Iain Madura pada Penggunaan Shopee Paylater dalam Perspektif Maqashid Syariah. Jurnal Ilmu Ekonomi Dan Implementasi, 2(1).
  40. Sugiyono, S. (2022). Metode Penelitian Sumber Daya Manusia (Kuantitatif, Kualitatif, Dan Studi Kasus) (M. Dr. Apri Nuryanto, S.Pd, ST (ed.)). ALFABETA.
  41. Susanti, L., Purwanto, T., & Kurniati, P. (2022). Peran Religiusitas Sebagai Pemoderasi Hubungan Diskon Dengan Impulse Buying. Jurnal Penelitian Dan Pengabdian Kepada Masyarakat, 9(3). https://doi.org/https://doi.org/10.32699/ppkm.v9i3.3265
  42. Sutaguna, I. N. T., Achmad, G. N., Risdwiyanto, A., & Yusuf, M. (2023). Marketing strategy for increasing sales of cooking oil shoes in Barokah trading business. International Journal of Economics and Management Research, 2(1).
  43. Tan, W. K. (2023). When do price discounts become attractive? A study comparing discount strategies on consumer perceptions. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-06-2021-0456
  44. Zafar, A. U., Qiu, J., Shahzad, M., Shen, J., Bhutto, T. A., & Irfan, M. (2020). E-commerce platforms and social media consumers are constantly exposed to promotions designed to trigger emotions and quick decisions. Asia Pacific Journal of Marketing and Logistics. https://doi.org/doi/10.1108/apjml-08-2019-0495
  45. Zayusman, F. (2019). Pengaruh Hedonic Shopping Value dan Shopping Lifestyle terhadap Impulse Buying pada Pelanggan Tokopedia di Kota Padang. Jurnal Kajian Manajemen Dan Wirausaha.
  46. Zhang, Z., Zhang, N., & Wang, J. (2022). The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce. MDPI Sustainability, 14(4). https://doi.org/https://doi.org/10.3390/su14042122