Pengaruh Viral Marketing dan Etika Konsumsi Islam terhadap Impulsif Buying dengan Moderasi Kepercayaan pada Konsumen Muslim Tiktok di Kota Jambi

This study aims to determine and analyze the effects of viral marketing and Islamic consumption ethics on impulsive buying behavior, with trust as a moderating variable among Muslim consumers using TikTok Shop in Jambi City. This study employed a quantitative method with a causal associative approach. Primary data were collected through questionnaires distributed to 100 respondents selected using a purposive sampling technique. The data were analyzed using Moderated Regression Analysis (MRA). The results show that viral marketing has no significant effect on impulsive buying behavior, with a significance value of 0.833 > 0.05. Islamic consumption ethics also has no significant effect on impulsive buying behavior, with a significance value of 0.985 > 0.05. Furthermore, trust does not moderate the effects of viral marketing and Islamic consumption ethics on impulsive buying behavior.