HUBUNGAN ANTARA CELEBRITY WORSHIP DENGAN IMPULSIVE BUYING PADA DEWASA AWAL PENGGEMAR BTS DI KOTA BEKASI

AURELIA, ANNISA ZAHWA (2023) HUBUNGAN ANTARA CELEBRITY WORSHIP DENGAN IMPULSIVE BUYING PADA DEWASA AWAL PENGGEMAR BTS DI KOTA BEKASI. S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

Penelitian ini bertujuan untuk mengetahui hubungan antara celebrity worship dengan impulsive buying pada dewasa awal penggemar BTS di Kota Bekasi. Celebrity worship atau pemujaan terhadap selebriti merupakan perilaku obsesif penggemar untuk terlibat dalam kegiatan idolanya. Celebrity worship yang berlebihan membuat penggemar semakin obsesif terhadap idolanya hingga rela melakukan berbagai hal untuk menunjukkan rasa cintanya pada idola yang disukai salah satunya yaitu melakukan impulsive buying. Impulsive buying merupakan kecenderungan untuk melakukan pembelian secara cepat, tidak rasional tanpa perencanaan karena adanya dorongan emosional dari dalam diri individu untuk memenuhi keinginan. Penelitian ini menggunakan metode kuantitatif dengan jumlah sampel sebanyak 100 orang penggemar BTS yang diambil dengan teknik purposive sampling, Kriteria yang ditetapkan untuk sampel penelitian adalah penggemar BTS (ARMY) berusia 18 sampai 40 tahun, berdomisili di Kota Bekasi dan pernah membeli merchandise atau barang-barang terkait BTS. Analisis data dalam penelitian ini menggunakan teknik korelasi Pearson Product Moment melalui software SPSS versi 25. Hasil Penelitian menunjukkan bahwa terdapat hubungan yang signifikan antara variabel celebrity worship dengan variabel impulsive buying. Hubungan antara kedua variabel memiliki arah positif yang berarti, semakin tinggi celebrity worship maka semakin tinggi impulsive buyingnya. Begitu pula sebaliknya, jika celebrity worship rendah maka impulsive buyingnya juga akan rendah. Kata Kunci: Celebrity Worship, Impulsive Buying, BTS, ARMY This study aims to determine the relationship between celebrity worship and impulsive buying in early adulthood BTS fans in Bekasi City. Celebrity worship is an obsessive behavior of fans to get involved in the activities of their idols. Excessive celebrity worship makes fans even more obsessive about their idols so they are willing to do various things to show their love for the idol they like, one of which is to do impulsive buying. Impulsive buying is a tendency to make purchases quickly, and irrationally without planning because of an emotional urge from within the individual to fulfill desires. This study uses a quantitative method with a sample size of 100 BTS fans taken by purposive sampling technique. The criteria set for the research sample are BTS fans (ARMY) aged 18 to 40 years, live in Bekasi City, and have purchased merchandise or goods related to BTS. Data analysis in this study used the Pearson Product Moment correlation technique through SPSS version 25 software. The results showed that there was a significant relationship between celebrity worship and impulsive buying. The relationship between the two variables has a positive direction, which means that the higher the celebrity worship, the higher the impulsive buying. On the other hand, the lower the celebrity worship, the lower the impulsive buying. Keywords: Celebrity Worship, Impulsive Buying, BTS, ARMY

Item Type:	Thesis (S1)
Call Number CD:	FK/PR 23 015
NIM/NIDN Creators:	46118210034
Uncontrolled Keywords:	Celebrity Worship, Impulsive Buying, BTS, ARMY
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi
Divisions:	Fakultas Psikologi > Psikologi
Depositing User:	siti maisyaroh
Date Deposited:	05 Oct 2023 03:26
Last Modified:	05 Oct 2023 03:26
URI:	http://repository.mercubuana.ac.id/id/eprint/82022

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