<i>Maslahah</i> value optimization in exploring Muslim consumption behavior: a study of impulse buying on ewallet users in East Java, Indonesia

Purpose This study aims to analyze the value of maslahah in impulse buying behavior by investigating the influence of free shipping, cashback and religiosity of Muslim e-wallet users in East Java, Indonesia. Impulse buying, which is prevalent post-COVID-19, accounts for 60%–65% of total shopping, in contrast to conventional shopping, which is only 35%–40%. Design/methodology/approach This study used a survey study aimed at Millennials and Generation Z. There were 236 respondents, but only 207 were valid and complete. In addition, this study used structural equation modeling-partial least square (SEM-PLS) to validate the hypothesis and evaluate the model. Additional tests were also carried out using multigroup analysis (MGA) to obtain results based on gender perspective. Findings Free shipping and cashback were shown to have a significant positive impact on impulse buying behavior. Contrary to the initial hypothesis, religiosity showed a significant positive influence on impulse buying. Therefore, consumption behavior should be evaluated using the concept of maslahah, which prioritizes fulfilling the most important needs. Responsible consumption for a Muslim should align with Islamic principles, which teach that wealth should be used for good things. While ideally, maslahah comes first, in a 5.0 society influenced by discounts and added incentives, impulse buying has become a normalized phenomenon. Regarding gender, differences show that men prioritize practical incentives, whereas women focus more on rational considerations and opportunities. Research limitations/implications This study uses a sample of several e-wallet brands with the most users in Indonesia; the respondents come from Millennials and Generation Z who are on the island of Java, Indonesia. Thus, it needs to be considered for generalization purposes by adding other brands and respondents from areas outside Java. Practical implications The results of this study include implications regarding strengthening the value of religiosity and maslahat in impulse buying of goods. Social implications In line with the results and analysis of this research, which provides a maslahah perspective in the analysis and a gender perspective in the methodology. Thus, this can be recognized as a contribution of thought related to social implications. Originality/value This study explores impulse buying based on the gender of respondents, which is not often found in previous research.