Transendenty, Nadia Sukma (2025) Analysis of Impulse Buying Behavior Towards the Korean Wave Phenomenon from the Perspective of Imam Ghazali (Study on Female Students of Darussalam Gontor University 2024). S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

The Korean Wave (Hallyu), a phenomenon of South Korean popular culture, has gone global and influenced various aspects of life, including the consumption behavior of Indonesians. At Universitas Darussalam Gontor (UNIDA), an educational institution based on Islamic values, this influence is interesting to study, especially in terms of impulse buying behavior among female students. As a generation living in the digital era, UNIDA female students are easily exposed to Korean Wave content through social media such as Instagram, YouTube, and TikTok. This phenomenon presents a dynamic between Islamic values that emphasize simplicity and the culture of consumerism popularized by the Korean Wave This research aims to analyse the impulse buying phenomenon related to Korean Wave in Imam Ghazali's perspective. This research uses quantitative methods with survey techniques through distributing questionnaires to respondents selected using purposive sampling techniques. The data was analysed by simple linear regression using SPSS to test the relationship between Korean Wave and impulse buying behaviour in Imam Ghazali's perspective. The data is also supported by literature on consumption theory in Islamic perspective, particularly Imam Ghazali's thoughts. The results showed that 74% or 71 people out of 97 respondents were Korean Wave fans, with 40.2% or 39 admitting to having impulse purchases of items such as K-pop merchandise, Korean beauty products, and things related to the Korean Wave. Factors influencing impulse buying include positive emotions (euphoria when following trends), attractive promotions, social influence, and involvement with K-pop idols as brand ambassadors. Based on Imam Ghazali's consumption theory, this behavior falls into the category of desires (tahsiniyyat) and not basic (dharuriyat) or complementary (hajiyyat) needs. This desire-driven overconsumption is considered incompatible with maqashid sharia principles that emphasize maslahat and balance in using of wealth.

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