Along with the increasingly complex development of the era, of course the problems of Islamic economics are also increasingly complex. Therefore, there needs to be a continuous study of the concept of ijtihad of scholars in responding to the problems of Islamic economic development. This study analyzes the concept of ijtihad of Wahbah al-Zuhaili and Yusuf al-Qaradhawi in responding to the problems of contemporary Islamic economic development. The purpose of this study is to determine the relevance of the concept of ijtihad of Wahbah al-Zuhaili and Yusuf al-Qaradhawi in responding to the problems of contemporary Islamic economic development. This study is a descriptive qualitative study with a literature study method or what is known as (Library Research). Information is collected from books, journals, or other research findings related to the application of the theory of ijtihad of Wahbah al-Zuhaili and Yusuf al-Qaradawi to economic problems. The results of this research show that the concept of ijtihad from Wahbah al-Zuhaili and Sheikh Yusuf Qaradawi is not only relevant in academic and religious environments, but also in the business world which is increasingly complex and requires correct decisions in legal aspects.

The development of digital technology has changed the way consumers interact with brands, with social media now becoming the main platform for digital marketing. Strategies such as endorsements by social media influencers and electronic word of mouth (E-WOM) have become increasingly popular approaches to building brand awareness and influencing consumer purchasing decisions. Yuikaa Fashion Store, as an online fashion industry player, has also utilized these two strategies in an effort to increase consumer interest in purchasing. However, the effectiveness of implementing these strategies still faces various challenges, such as the selection of unappealing influencers, a lack of content updates that follow trends, and negative reviews from consumers. Based on these phenomena, this study aims to analyze the influence of influencer endorsements and E-WOM on consumer purchasing interest at Yuikaa Fashion Store. The results of this study are expected to provide practical contributions to the development of digital marketing strategies and enrich academic literature on consumer behavior within the context of the online fashion industry.

Business people must have an understanding of changing consumer behavior in order to win business competition and the most important thing is how companies can attract and attract consumers to make impulse purchases by considering in-store displays and price discounts. This study aims to determine and analyze the effect of in-store display and discount price on impulsive buying decisions at Alfamart Tente. This type of research is associative with quantitative data types from primary data sources. The research instrument used was a Likert scale questionnaire. The population in this study were all consumers who made purchases at Alfamart Tente with a total sample of 50 respondents. The sampling technique used in this study is non-probability sampling. The method of determining the sample in this study is accidental sampling. Data collection techniques using observation, questionnaires and literature study. The data analysis technique uses validity test, reliability test, classical assumption test, multiple linear regression analysis, multiple correlation coefficient, determination test, t test and f test. The results showed that in-store display had a significant effect on impulse buying decisions at Alfamart Tente, while price discounts had no significant effect on impulse buying decisions at Alfamart Tente, f test results showed that in-store displays and price discounts together had a significant effect. on impulse buying decisions at Alfamart Tente.
Keywords: In-Store Display, Price Discount, Impulsif Buying Decisions
   
 
Abstrak
Para pelaku bisnis harus memiliki pemahaman tentang perilaku konsumen yang terus berubah agar bisa memenangkan persaingan bisnis dan yang paling penting adalah bagaimana cara perusahaan agar memiliki daya tarik dan menarik minat konsumen untuk melakukan pembelian impulsif dengan mempertimbangkan in-store display dan price discount. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh in-store display dan discount price terhadap keputusan impulsif buying pada Alfamart Tente. Jenis penelitian ini assositif dengan jenis data kuantitatif dari sumber data primer. Instrument penelitian yang digunakan yaitu kuesioner berskala likert. Populasi dalam penelitian ini adalah seluruh konsumen yang melakukan pembelian di Alfamart Tente dengan  jumlah sampel sebanyak 50 orang responden. Teknik penentuan sampel yang digunakan dalam penelitian ini adalah non probability sampling. Metode penentuan sampel pada penelitian ini yaitu accidental sampling. Teknik pengumpulan data menggunakan observasi, kuesioner dan studi pustaka. Teknik analisa data menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, koefisien korelasi berganda, uji determinasi, ujit dan uji f. Hasil penelitian menunjukan bahwa in-store display berpengaruh signifikan terhadap keputusan impulse buying pada Alfamart Tente, sementara price discount tidak berpengaruh signifikan terhadap keputusan impulse buying pada Alfamart Tente, hasil uji f menunjukan bahwa in-store display dan price discount secara bersama-sama berpengaruh signifikan terhadap keputusan impulse buying pada Alfamart Tente.
Kata Kunci: In-Store Display, Price Discount, Keputusan Impulsif Buying