The Effect of Gratitude on Impulsive Buying

Abstract

Impulsive buying is a topic that has become research attention recently. Previous research has found that gratitude influences behaviour. The present study aims to determine the effect of gratitude on impulsive buying among Muslim youth. The sample in this study was 29 Muslim youths (37.9% male; 62.1% female) who filled out data voluntarily through the Google form. This research is quantitative causality research, and data were analysed using simple linear regression. The data was collected using a questionnaire consisting of questions related to personal data, the impulsive buying scale, and the gratitude scale. The results revealed that gratitude does not affect impulsive buying, which indicates that impulsive buying behaviour cannot be predicted from the level of gratitude.