PENGARUH CELEBRITY WORSHIP TERHADAP IMPULSIVE BUYING PADA PENGGEMAR K-POP

Apin Choirunnisa Putri -  Universitas Muhammadiyah Lampung, Indonesia
Any Nurhayaty* -  Universitas Muhammadiyah Lampung, Indonesia
Khairani Khairani -  Universitas Muhammadiyah Lampung, Indonesia
DOI : 10.33024/jpm.v7i2.21939

Abstrak

Impulsive buying merupakan perilaku pembelian yang tidak direncanakan, dipengaruhi oleh reaksi emosional, dan cenderung dilakukan secara spontan akibat faktor eksternal, salah satunya adalah ketertarikan terhadap figur selebritas. Dalam konteks budaya K-Pop, fenomena ini dikenal dengan istilah celebrity worship. Tujuan penelitian ini adalah untuk menggambarkan tingkat celebrity worship dan impulsive buying yang dialami oleh penggemar K-Pop serta menganalisis pengaruh keduanya dalam konteks psikologis. Metode penelitian adalah metode kuantitatif dengan melibatkan 286 responden yang dipilih melalui purposive sampling. Alat ukur yang digunakan mencakup skala Celebrity Attitude Scale dan skala impulsive buying yang telah diadaptasi. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis regresi linier sederhana. Hasil penelitian yaitu ada pengaruh yang signifikan antara celebrity worship dengan impulsive buying pada penggemar K-Pop sebesar 77.8%. Dengan demikian hipotesis yang diajukan penelitian diterima. Implikasi dari temuan ini adalah keterikatan emosional yang berlebihan terhadap selebritas dapat menjadi faktor psikologis yang mendorong perilaku konsumtif yang tidak terkontrol. Oleh karena itu, penting bagi individu, terutama remaja dan dewasa muda, untuk meningkatkan kesadaran diri dan kemampuan pengelolaan emosi dalam menghadapi pengaruh media dan budaya populer agar dapat mengambil keputusan pembelian yang lebih rasional dan bijaksana.

 

Kata Kunci: Pemuja Selebriti, Pembelian Impulsif, Fans K-Pop

 

Abstract

Impulsive buying is purchasing behavior that is not planned, is influenced by emotional reactions and is carried out spontaneously due to external factors, one of which is attraction to celebrities. In K-Pop culture, this phenomenon is known as celebrity worship. The purpose of this study is to describe the level of celebrity worship and impulsive buying experienced by K-Pop fans and analyze the influence of both in a psychological context. The research method is quantitative involving 286 respondents, selected through purposive sampling. The measuring instruments used include the Celebrity Attitude Scale that has been adapted and the adapted impulsive buying scale. The data analysis technique used in this study is simple linear regression analysis. The results of the study are that there is a significant influence between celebrity worship and impulsive buying on K-Pop fans with an effect size of 77.8%. Thus, the hypothesis proposed by the study was accepted. The implication of these findings is that excessive emotional attachment to celebrities can be a psychological factor that encourages uncontrolled consumptive behavior. Therefore, it is important for individuals, especially adolescents and young adults, to improve their self-awareness and emotion management skills in the face of media influence and popular culture in order to make more rational and thoughtful purchasing decisions.

 

Keywords: Celebrity Worship, Impulsive Buying, K-Pop Fans

Keywords : Celebrity Worship, Implusive Buying, K-Pop Fans

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