Fadila, Zafira Nur (2024) IMPULSE BUYING BEHAVIOUR OF DIGITAL PAYMENT USERS (GO-PAY & OVO) FOR THE MILLENNIAL GENERATION IN TERMS OF A MASLAHAH PERSPECTIVE: A STUDY ON VISITORS TO PAKUWON MALL YOGYAKARTA. S1 Undergraduate thesis, Universitas Darussalam Gontor.

	FILE TEXT (COVER) COVER.pdf - Submitted Version License Creative Commons Attribution Non-commercial No Derivatives. Download (743kB)
	FILE TEXT (ABSTRAK) ABSTRAK.pdf - Submitted Version License Creative Commons Attribution Non-commercial No Derivatives. Download (260kB)
	FILE TEXT (DAFTAR ISI) DAFTAR ISI.pdf - Submitted Version License Creative Commons Attribution Non-commercial No Derivatives. Download (338kB)
	FILE TEXT (BAB 1) BAB 1.pdf - Submitted Version License Creative Commons Attribution Non-commercial No Derivatives. Download (661kB)
	FILE TEXT (BAB 2) BAB 2.pdf - Submitted Version Exclusive to Registered users only License Creative Commons Attribution Non-commercial No Derivatives. Download (631kB)
	FILE TEXT (BAB 3) BAB 3.pdf - Submitted Version Exclusive to Registered users only License Creative Commons Attribution Non-commercial No Derivatives. Download (658kB)
	FILE TEXT (BAB 4) BAB 4.pdf - Submitted Version Exclusive to Registered users only License Creative Commons Attribution Non-commercial No Derivatives. Download (259kB)
	FILE TEXT (DAFTAR PUSTAKA) DAFTAR PUSTAKA.pdf - Submitted Version License Creative Commons Attribution Non-commercial No Derivatives. Download (442kB)

Abstract

Along with the times, technology has made daily life easier for humans. One of them is the digital payment system. The convenience felt by its users has led to more impulsive consumer behavior, especially in shopping centers. Consumption behavior must be by sharia by prioritizing needs over wants. This study aims to determine millennials' impulse buying behavior using Go-Pay and OVO digital payments at Pakuwon Mall Yogyakarta, then analyzed with maslahah theory. This research uses descriptive qualitative methods with data collection techniques using theoretical triangulation methods by exploring and collecting data using observation, interviews, and documentation as primary data. Meanwhile, secondary data is obtained through several references such as books, journals, etc. The results of this study indicate that the impulse buying behavior of millennials who use Go-Pay and OVO digital payments at Pakuwon Mall Yogyakarta is triggered by several factors, namely spontaneity, psychology, emotional, advertising and promotion, store environment, and social factors. In using digital payment, they can be said to have achieved maslahah because, with the convenience that exists, they can use it properly so that they do not become wasteful and impulsive. The type of impulse buying experienced by respondents is divided into several groups, namely pure impulse buying with a percentage of 40%, reminder impulse buying at 100%, and suggestion impulse buying at 90%. From a maslahah perspective, the pure impulse buying type has not yet reached maslahah because it does not achieve maslahah. Meanwhile, the types of reminder impulse buying and suggestion impulse buying have achieved maslahah because purchases are by sharia and fulfill the conditions for achieving maslahah. But in the type of suggestion impulse buying, several aspects have not yet reached maslahah.

View more statistics

View Item