Pengaruh celebrity worship dan penggunaan paylater terhadap perilaku impulsive buying pada penggemar K-Pop

Nadia Fajar Islamiyati () and Indah Susantun ()

Jurnal Kebijakan Ekonomi dan Keuangan, 2024, vol. 3, issue 1, 74-80

Abstract: Purpose –This research aims to analyze the influence of celebrity worship, paylater payment methods on the impulse buying behavior of K-Pop fans. Methods – This research uses primary data and was obtained through a survey. The sample was selected from K-Pop fans who are on the Twitter application and are paylater users, and have purchased K-Pop merchandise. The analysis method uses multiple linear regression. Findings – The results of the research show that celebrity worship has an effect on K-Pop fans' impulse buying in consuming K-Pop merchandise, while paylater payment methods have no effect on K-Pop fans' impulse buying in consuming K-Pop merchandise. Implication – To avoid impulse buying behavior, self-regulation or good self-management of admiration for idols is needed to avoid excessive obsession. Originality –This research refers to several previous studies. This research focuses on the consumption behavior of K-Pop fans who use payments via paylater. Abstrak Tujuan – Penelitian ini bertujuan menganalisis pengaruh celebrity worship, metode pembayaran paylater terhadap perilaku impulse buying penggemar K-Pop. Metode – Penelitian ini menggunakan data primer dan diperoleh melalui survei. Sampel dipilih dari penggemar K-Pop yang berada diaplikasi twitter dan merupakan pengguna paylater, serta pernah membeli merchandise K-Pop. Metode analisis menggunakan regresi linier berganda. Temuan – Hasil penelitian menujukkan bahwa celebrity worship berpengaruh terhadap impulse buying penggemar K-Pop dalam konsumsi merchandise K-Pop, sedang metode pembayaran paylater tidak berpengaruh terhadap terhadap impulse buying penggemar K-Pop dalam konsumsi merchandise K-Pop. Implikasi – Untuk menghindari perilaku Impulse buying, maka diperlukan regulasi diri atau mengatur diri yang baik akan kekaguman terhadap idola agar terhindar dari obsesi berlebihan. Orisinalitas – Penelitian ini mengacu pada beberapa penelitian sebelumnya. Penelitian ini memfokuskan pada perilaku konsumsi penggemar K-Pop yang menggunakan pembayaran melalui paylater.

Keywords: Celebrity worship; paylater impulsive buying (search for similar items in EconPapers)
Date: 2024
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