Peranan Celebrity Worship terhadap Pembelian Kompulsif pada Laki-laki Penggemar K-Pop Generasi Z di Kalimantan Selatan

Fauziyah Fauziyah, Ermina Istiqomah, Rooswita Santia Dewi

Abstract


Fenomena Korean Wave yang telah menyebar ke seluruh dunia termasuk Indonesia mulai menimbulkan berbagai perilaku seperti celebrity worship dan pembelian kompulsif pada penggemarnya, terutama penggemar K-Pop. Penelitian ini bertujuan untuk mengetahui peranan celebrity worship terhadap pembelian kompulsif pada laki-laki penggemar K-Pop generasi Z di Kalimantan Selatan. Penelitian ini menggunakan metode kuantitatif dengan menyebar kuesioner secara daring. Sampel penelitian adalah laki-laki penggemar K-Pop generasi Z yang berdomisili di Kalimantan Selatan berjumlah 71 orang dengan rentang usia 17-26 tahun. Skala yang digunakan dalam penelitian adalah Celebrity Attitude Scale untuk mengukur celebrity worship dan Compulsive Online Shopping Scale untuk mengukur pembelian kompulsif secara daring. Hasil penelitian menunjukkan bahwa terdapat pengaruh celebrity worship terhadap pembelian kompulsif sebesar 10,2% dan pengaruh bersifat negatif, sehingga semakin tinggi celebrity worship maka semakin rendah pembelian kompulsif laki-laki penggemar K-Pop generasi Z di Kalimantan Selatan.


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DOI: https://doi.org/10.20527/kognisia.2025.10.020

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