The Effect of Discounts, Lifestyle, and Impulsive Buying Behaviour on Cosmetic Product Purchase Decisions in the Perspective of Islamic Economics (Case Study: Residents of 15A Iringmulyo, Metro Timur)

Abstract

This study aims to analyze the influence of discounts, lifestyle, and impulsive buying behaviour — both partially and simultaneously — on cosmetic product purchase decisions among residents of 15A Iringmulyo, Metro Timur. A quantitative approach was employed, with 99 respondents selected through purposive sampling. The respondents were teenagers residing in the study area who had used cosmetic products. Data were collected via questionnaire distribution, and the analysis method employed was multiple linear regression with hypothesis testing through t-tests and F-tests; validity and reliability tests were also conducted to ensure instrument quality. The results indicate that the discount variable does not exert a significant influence on purchase decisions (p = 0.526 > 0.05), whereas lifestyle and impulsive buying are both found to have a significant positive influence (p = 0.032 < 0.05 for each). Simultaneously, all three variables — discounts, lifestyle, and impulsive buying — significantly influence purchase decisions (p = 0.001 < 0.05). It is thus concluded that cosmetic purchase decisions are more strongly determined by lifestyle and impulsive behaviour than by discount incentives. These findings are discussed within the framework of Islamic economic principles, which emphasise moderation (avoiding israf and tabdzir) and the prioritisation of lawful and beneficial consumption.