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The advancement of information technology has shifted marketing strategies from conventional to digital platforms, with TikTok emerging as a key driver of modern consumer behavior, including impulse buying. This phenomenon is evident in the local perfume industry, such as SAFF & Co, which has successfully captured a significant market share through strong content strategies. This study aims to analyze thej nfluence of Content Marketing, Price Discount, and Online Customer Review on Impulse Buying of SAFF & Co perfume via the TikTok application in Surabaya. A quantitative associative approach was employed, using an online questionnaire distributed to 100 TikTok users who have purchased the product. The data were analyzed using multiple linear regression. The results indicate that Content Marketing and Price Discount have a positive and significant effect on Impulse Buying, while Online Customer Review does not show a significant partial effect. However, simultaneously, all three variables positively and significantly influence Impulse Buying. These findings imply that businesses can stimulate consumer impulse purchases through effective content and discount strategies, while the role of customer reviews still requires optimization to strengthen their psychological impact on consumer purchasing decisions in social media environments.

Understanding the fiqh of buying and selling plays an important role in shaping the character of madrasah students who are honest, fair, and responsible in their daily economic activities. This article aims to examine the urgency of understanding the fiqh of buying and selling for madrasah students and its impact on their economic behavior. The study was conducted in one of the madrasah aliyah with a qualitative approach through observation, interviews, and documentation. The results show that understanding the fiqh of buying and selling can increase students' awareness of the importance of honesty and justice in economic transactions. However, challenges still exist in the process of internalizing fiqh values consistently in real life. Therefore, the role of teachers and contextual learning approaches are very important to strengthen the understanding and practice of fiqh of buying and selling among madrasah students.