Dinamika Konsumsi Simbolik dan Self-Reward sebagai Pemicu Pembelian Impulsif Digital
Keywords:
perilaku konsumen, E-Commerce, Buy Now Pay Later, Literasi Keuangan, Gaya Hidup DigitalAbstract
Transformasi digital telah secara fundamental menggeser orientasi belanja dari pemenuhan kebutuhan fungsional menjadi manifestasi psikologis yang kompleks di ruang siber. Penelitian ini bertujuan untuk menyintesis keterkaitan antara dinamika konsumsi simbolis dan motivasi self-reward sebagai pemicu utama perilaku pembelian impulsif digital. Dengan menerapkan metode Systematic Literature Review (SLR), sebanyak 30 artikel ilmiah yang melibatkan total 850 responden dari berbagai wilayah di Indonesia dianalisis menggunakan teknik Mixed-Method Synthesis. Hasil penelitian mengungkapkan bahwa ulasan daring kini bertindak sebagai validator sosial yang dominan dalam pembentukan identitas digital, sementara strategi kelangkaan produk menjadi pendorong emosional yang paling signifikan terhadap kesenangan berbelanja. Temuan ini mengonfirmasi bahwa integrasi teknologi finansial, seperti fitur PayLater, mempercepat desakan transaksi dengan mereduksi hambatan psikologis konsumen dalam mengeluarkan uang (pain of payment). Sebagai simpulan, interaksi antara pencarian identitas dan keinginan akan kepuasan instan menciptakan pola konsumsi fluktuatif yang berisiko terhadap kesehatan finansial jangka panjang. Penelitian ini memberikan kontribusi teoretis bagi manajemen pemasaran dengan merekomendasikan pentingnya moderasi konsumsi yang selaras dengan prinsip hifz al-mal dalam menghadapi disrupsi digital.
References
Adawiyah, D. F., Utomo, S., Rusidah, S., & Arifn, M. H. (2025). Journal of Business Transformation and Strategy Lifestyle and Hedonic Shopping Motivation on Impulse Buying among ShopeePay Users on Shopee E-Commerce in North Banjarmasin. Retrieved https://journalmab.ulm.ac.id/index.php/jbts
Akib, N. T., Yuliana, I., Anggriani, R., & Jati, L. J. (2025). Impulsive Buying pada Pengguna Shopee Generasi Z: Gaya Hidup. In Fitur Spaylater dan Word of Mouth. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis (Vol. 5, Number 2).
Kristiani, C.A., & Tyas, P. H. (2025). SELF-REWARD BEHAVIOR AS A STRATEGY TO REDUCE ACADEMIC STRESS: EVIDENCE FROM EDUCATIONAL CONTEXT.
Arrafi, I. M., & Ghabban, F. M. (2021). Impulse Buying Model for Business-to-Consumer E-Commerce in Saudi Arabia. IBusiness, 13(02), 81–102. https://doi.org/10.4236/ib.2021.132006
Azhari Utami, P., & Thaib, I. (2025). The Influence of Scarcity on Flash Sale Against Impulsive Buying and Shopping Enjoyment with Attitude to Wards Flash Sale as a Mediating Variable on Shopee Users. International Journal of Economics and Management Research, 3(3), 351–358. https://doi.org/10.55606/ijemr.v3i3.429
Iqbal, M., Suwarno, Andrinaldo, A., & Anggraini, D. (2025). Pengaruh Cashback, Flash Sale, Dan Tagline “Gratis Ongkir” Terhadap Impulse Buying Generasi “Z” Pada Shopee. Indo-Fintech Intellectuals: Journal of Economics and Business, 5(1), 4262–4272. https://doi.org/10.54373/ifijeb.v5i1.2762
Iriyanti, E. (2025). The Influence of Psychological Factors and Social Interaction on Impulse Buying in Social E-Commerce: A Systematic Literature Review. 7(1). https://doi.org/10.38035/dijdbm.v7i1
Jannah, N., Asih, M., Damanik, F. M., Wijaya, S., Amin, M., & Jayabaya, U. (2024). Media Sosial “Live Shopping” sebagai Strategi Pemasaran: Studi Kasus Perilaku Impulsif Konsumen Generasi Z.
wailmi, Radiansyah, E., Hidayat, S., & Sengaji, Z. (2025). PERAN SOCIAL INFLUENCE, SELF CONTROL DAN LIFESTYLE TERHADAP PEMBELIAN IMPULSIF KONSUMEN. KALIANDA HALOK GAGAS, 8(1), 76–87. https://doi.org/10.52655/khg.v8i1.109
Mahbubah, W., Muntafi, M. (2024). Proceedings of PsychoNutrition Student Summit Hubungan Peer Group dan Fomo Terhadap Impulsive Buying Dewasa Awal di Kota Surabaya. Retrieved https://proceedings.uinsa.ac.id/index.php/PINUSS
Mariana, S. R., & Susilowati, H. (2025). Pembelian impulsif di era digital: Peran live streaming, content marketing, dan ulasan pelanggan online pada pengguna Shopee. Journal of Management and Digital Business, 5(2), 595–208. https://doi.org/10.53088/jmdb.v5i2.1776
Maslihatul, S., Ah, M. ’, & Andarini, S. (2025). THE EFFECT OF FLASH SALE AND FREE SHIPPING ON IMPULSIVE BUYING THROUGH POSITIVE EMOTIONS AS INTERVENING VARIABLES (CASE STUDY OF SHOPEE APPLICATION USERS IN SURABAYA AREA). In Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) (Vol. 8, Number 2).
Edwy, F., Inanda, E. ;, Anugrahani, S., Faiq Pradana, A., Febia, I., & Putra, A. (2023). The Phenomenon of Impulsive Buying at TikTok Shop. https://doi.org/10.47814/ijssrr.v6i1.920
Purwandaningsih, S., Admodjo, S., Saptaningrum, D., & Suryaningsih, I. (2025). THE INFLUENCE OF SELF-REWARD ON EMPLOYEE MENTAL HEALTH. In Interdisciplinary Explorations in Research Journal (IERJ) (Vol. 3, Number 3).
Purwianti, L., Yulianto, E., & Lie, D. (2024). Maker. In Jurnal Manajemen Program Studi Manajemen STIE SULTAN AGUNG (Vol. 10, Number 2). http://www.maker.ac.id/index.php/maker
Redine, A., Deshpande, S., Jebarajakirthy, C., & Surachartkumtonkun, J. (2023). Impulse buying: A systematic literature review and future research directions. In International Journal of Consumer Studies (Vol. 47, Number 1, pp. 3–41). John Wiley and Sons Inc. https://doi.org/10.1111/ijcs.12862
Rediyono. (2023). Indonesian Purchasing Decisions Through E-Impulse Buying. International Journal of Finance & Banking Studies (2147-4486), 12(3), 40–51. https://doi.org/10.20525/ijfbs.v12i3.2890
Kusno, R., & Prakoso, A. F. (2025). ANALISIS BEBERAPA FAKTOR YANG MEMPENGARUHI PERILAKU PEMBELIAN IMPULSIF MAHASISWA. Journal of Education and Research. Retrieved http://jurnal.ikipwidyadarmasurabaya.ac.id/index.php/jedarr
Putra, Y.R., Fadillah, N.S., Nugroho, A.A., & Nuzula. (2022). Analysis of Factors Contributing to Impulse Buying Behavior of E-Commerce Users. Journal of Management Studies and Development, 1(01), 48–67. https://doi.org/10.56741/jmsd.v1i01.43
Adhani, A. (2025). SYSTEMATIC LITERATURE REVIEW (SLR): FENOMENA IMPULSIVE BUYING DALAM LAYANAN BUY NOW PAY LATER (BNPL) SHOPEE DARI PERSPEKTIF EKONOMI SYARIAH. In EDUNOMIKA (Vol. 09, Number 04).
Sembiring, L. S., Hasman, P. C., & Syahputri, Y. (2024). An Influence Of Live Streaming And Trust On Impulse Buying Among Shopee Users In Medan City-Lovisca Stevany Sembiring et.al An Influence Of Live Streaming And Trust On Impulse Buying Among Shopee Users In Medan City. Jurnal Ekonomi, 13, 2024. https://doi.org/10.54209/ekonomi.v13i02
Syahrani, S. (2025). Self-Reward as a Pretext for Consumptive Behavior: A Consumer Psychology Literature Review. Retrieved https://ejurnal.ubharajaya.ac.id/index.php/PARS,
Gita, M., Satriawan, B., & Satyawisudarini, I. (2023). The Influence of Consumer Impulse Buying and Electronic Word of Mouth on Purchasing Decisions. 2(2). https://doi.org/10.3805/ijam.v2i2
Tirtayasa, S., Nevianda, M., & Syahrial, H. (2020). The Effect of Hedonic Shopping Motivation, Shopping Lifestyle And Fashion Involvement With Impulse Buying. International Journal of Business Economics (IJBE), 2(1), 18–28. https://doi.org/10.30596/ijbe.v2i1.5715
Wahyunintyas, Y. F. (2026). Impulse Buying in the TikTok Shop Era: A Literature Review on the Role of Positive Emotions, Live Streaming, and Price Discounts. Ilomata International Journal of Social Science, 7(1), 391–409. https://doi.org/10.61194/ijss.v7i1.1864
Malani, Y., Aakula, & Oman. I. Z. (2024). Impulse Buying: A Multi-National Consumer Study. Involvement International Journal of Business, 1(2), 86–99. https://doi.org/10.62569/iijb.v1i2.14
1.jpg){kind=logo}
