Taming Impulse Buying Through Faith

It’s undeniable that nearly every city in Indonesia now offers online food delivery services. From narrow alleys to upscale housing complexes, apps like GoFood, ShopeeFood, and GrabFood have become an inseparable part of modern society.

The process is simple: choose the merchant and menu, click, and wait a short while for the food to arrive at your doorstep. However, behind this convenience lies a phenomenon that has drawn attention: impulsive buying.

In today’s world, impulsive buying is a habit born from a combination of technological advancements, behavioral changes, and emotional drives. This phenomenon makes it easier for us to access almost all our needs, including purchasing food and drinks to be consumed immediately. One of the causes is the widespread penetration of the internet.

According to survey data from the Indonesian Internet Service Providers Association (APJII), more than 78.19% of Indonesia's population is connected to the internet. The survey was conducted from January 10–27, 2023, covering 38 provinces in Indonesia with a total of 8,510 respondents.

“Technology, initially created to simplify human life, has also brought its own challenges,” said Nur Rizqi Febriandika, S.Sy., MBA., M.S.E.I., a lecturer in Islamic Economic Laws at Universitas Muhammadiyah Surakarta (UMS). In his research titled “Impulse buying tendency in online food delivery service among Muslims in Indonesia”, he explored the relationship between consumer mood and self-control, which are predicted to influence impulsive shopping behavior among Indonesian Muslims.

Nur Rizqi Febriandika, S.Sy., MBA., M.S.E.I. Imam Safi'i/UMS PR

“Many people are unaware that the decision to order food through online applications is often not entirely rational. There is a significant emotional drive behind it. At least two key factors influence this: first, mood, and second, self-control,” Rizqi added. According to him, impulsive buying reflects how modern society deals with emotions, social pressures, and advanced technology.

The Director of UMS Pondok Hajjah Nurriyah Shabran explained that using online food delivery services often involves emotions. When someone feels stressed or unsettled, ordering food and drinks can be a quick way to relieve negative moods.

“Mood is the most significant factor driving impulsive buying,” Rizqi revealed. In his study, this variable showed the highest influence on impulsive buying behavior, with a very strong level of significance.

Negative moods, such as stress, tend to drive purchases as a form of escape. Meanwhile, positive moods, such as happiness, also trigger impulsive behavior, particularly in the form of small celebrations.

“If we are granted a scholarship, perhaps it's common to give ourselves a 'self-reward.' This often manifests in unplanned food purchases, perhaps because the food looks appealing or is on discount,” he explained.

When mood drives behavior, self-control acts as a brake to curb impulsive urges. Rizqi's research highlighted that higher levels of self-control significantly reduce the likelihood of impulsive buying.

In Islam, religiosity is a key pillar that reinforces self-control. Islam emphasizes the importance of managing desires and discourages extravagant behavior, known as israf.

“Religiosity helps Muslim consumers consider their needs before making purchases. In the context of online food delivery, it can serve as a natural filter to distinguish between what is needed and what is merely desired,” said Rizqi.

However, Rizqi acknowledged that social pressure from those around us can sometimes disrupt self-control. “For instance, when friends share food reviews or showcase their experiences on social media, it can create an additional urge for us to try it too,” he said.

The research, published in the journal Innovative Marketing, involved 270 Muslim respondents, most of whom were aged 17–24 years. He explained, “Those who tend to be impulsive are mostly from the middle to upper-income group, dominated by Millennials and Generation Z.”

According to Databoks, Indonesia has been crowned the largest online food delivery market in Southeast Asia, with gross transaction value reaching USD 4.6 billion in 2023.

Meanwhile, an interesting finding was revealed by Grab, one of the major online food delivery service providers. In its Grab Report: Trends in Online Food Delivery Services in Indonesia 2022, it was noted that the average amount of money Indonesians spent per order on GrabFood increased by 54% from 2019 to 2022.

“Some literature I’ve read indicates that before 2010, Indonesians were not yet exposed to services like GoFood and similar platforms. But now, things are vastly different, people own smartphones, apps are more advanced, everything is instant, and hassle-free,” he explained.

He also highlighted the presence of switching behavior among the public. Initially, Indonesians seemed less interested in online food delivery services. However, with aggressive discount strategies on meals and delivery fees during their early introduction, these services managed to capture significant consumer attention.

Over time, these discounts started to diminish. Yet Indonesians have gradually accepted delivery fees and the marked-up prices of food.

“A new pattern has emerged, and consumers now find delivery fees and other charges acceptable. They think, 'Oh, it’s only Rp10,000 at most.' Moreover, platforms like GoFood and GrabFood now have minimum purchase requirements to access discounts, which has also become normal for consumers,” explained the Islamic economics and marketing research expert from UMS.

Rizqi emphasized that managing impulsive buying requires a deeper approach, particularly through strengthening spiritual dimensions. Maintaining and enhancing one’s faith can be a foundational step to shielding oneself from negative behaviors like impulsiveness.

“People who have a strong relationship with God and a strong faith tend to have better self-control, which means they are also better at resisting desires,” he explained. Islamic values, such as the prohibition of israf (wastefulness) and the encouragement of qana’ah (contentment), help build a strong moral framework to resist consumerist impulses.

In addition to maintaining faith, he recommended reflecting before making a purchase. Consumers are advised to ask themselves whether the purchase is genuinely necessary or merely driven by promotions or emotional states.

Financial management was another proposed solution. Rizqi suggested that consumers set specific budgets for online food and beverage purchases while separating funds for essential needs. This approach helps consumers become more mindful of their spending limits, ensuring they stay within their financial capacity.

Rizqi also encouraged consumers to leverage positive circles or supportive friendships. Being in a social environment that upholds religiosity can strengthen self-control and create healthier consumption habits.

“It's not about limiting social interactions but more about developing an attitude that helps us resist social influences encouraging impulsive behavior,” he explained. A positive environment, such as family or friends who share the same religious understanding, can better appreciate the importance of managing consumption and maintaining prudent shopping habits.

“People with high religiosity will understand the ethics of consumption in Islam, such as the prohibition of excessive and wasteful behavior,” Rizqi explained.

Rizqi expressed hope that Muslim consumers, especially the younger generation, can adopt a wiser approach to the challenges of digital consumption. “As Muslims, it is only natural for us to understand the ethics of consumption taught in our faith,” he concluded.

Writer: Genis Dwi Gustati

Translator: Farizal Luqman Majid

Editor: Al Habiib Josy Asheva

Designer: Salsabila Kamila Wardah