The Influence of Reviews, Flash Sales, and Ratings on Impulse Buying Among Shopee Users: An Analysis from the Perspective of Islamic Business Ethics
DOI:
https://doi.org/10.24252/iqtisaduna.v12i1.63620Keywords:
Customer Reviews, Flash Sales, Customer Ratings, Impulse Buying, Sidq, AmanahAbstract
This study aims to analyze the influence of customer reviews, flash sales, and customer ratings on impulse buying among Shopee users in Indonesia using the Theory of Planned Behavior (TPB) framework. A quantitative approach was employed by distributing an online questionnaire to 100 respondents, and the data were analyzed using the SEM-PLS method. The results show that customer reviews and flash sales positively affect impulse buying, whereas customer ratings do not have a significant effect. These findings indicate that impulse buying behavior in e-commerce is driven more by beliefs formed through textual information and situational pressure than by numerical indicators. From an Islamic economic perspective, digital marketing practices should emphasize the principles of ṣidq, amānah, and transparency to avoid misleading information and deceptive scarcity. This study contributes to the literature on Islamic consumer behavior and ethical marketing in the context of modern e-commerce.
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