Impulse Buying among Students under Influencer Exposure and Brand Image in an Islamic Economic Context

Abstract

Impulse buying behavior among young consumers has increasingly been shaped by digital marketing environments, particularly through influencer exposure and brand-related cues. However, existing studies often examine these factors separately, providing limited insight into their relative influence on spontaneous purchasing decisions, especially within value-oriented consumption frameworks. This study examines the relationship between influencer exposure and brand image in shaping students’ impulse buying behavior within an Islamic economic context. A quantitative survey was conducted involving 39 university students, with data analyzed using multiple linear regression to assess both partial and simultaneous relationships. The findings indicate that influencer exposure has a significant and positive relationship with impulse buying behavior, suggesting the strong role of external stimuli in triggering spontaneous consumption. In contrast, brand image does not demonstrate a significant partial relationship, indicating that cognitive evaluation of brand reputation plays a less dominant role in impulsive decisions. Simultaneously, both variables show a significant combined relationship, reflecting the interaction between affective triggers and cognitive cues in shaping consumer responses. From an Islamic economic perspective, these findings highlight potential tensions between externally driven consumption behavior and principles of balanced consumption, particularly in avoiding excess and maintaining financial responsibility. This study contributes by clarifying the relative roles of affective and cognitive influences in impulse buying and underscores the importance of strengthening financial awareness and self-regulation in digital consumption environments.