Analisis Perilaku Impulsive Buying pada Fitur Etalase YouTube dalam Perspektif Ekonomi Islam

The growth of digital commerce has changed consumer behavior through the integration of video content and direct purchasing features. This study analyzes impulsive buying behavior on the YouTube Creator Storefront among users in Langsa City, examines the behavior from the perspective of Islamic economics, and identifies the factors that encourage spontaneous purchases. This research used a descriptive qualitative approach. Data were obtained from ten active YouTube users in Langsa City who had purchased products through the storefront after watching YouTube content. Informants were selected purposively according to predetermined criteria. Data were collected through in-depth interviews, digital observation, and documentation, and analyzed through data reduction, data display, and conclusion verification. The findings show that impulsive buying is characterized by spontaneous purchasing, a strong urge to buy, emotional enthusiasm, limited consideration of consequences, and weak rational evaluation. The behavior is shaped by the interaction of internal factors, including emotional impulses, curiosity, hedonic motivation, and self-control, with external factors such as content creator credibility, visual presentation, product demonstrations, reviews and testimonials, promotions, discounts, and transaction convenience. From the Islamic economic perspective, most purchases were driven more by raghbah (desire) than ḥājah (need), so the behavior had not fully reflected maslahah, moderation, self-control, and avoidance of isrāf and tabżīr. The study indicates the importance of strengthening Islamic consumption literacy and self-control in digital purchasing environments.