HARIYANTO, BEJO (2023) PENGARUH CELEBRITY WORSHIP TERHADAP COMPULSIVE BUYING MERCHANDISE K-POP GRUP SNSD DENGAN SELF CONTROL SEBAGAI VARIABEL MODERASI (STUDI PADA SONE INDONESIA). Masters thesis, UNIVERSITAS MA CHUNG.
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Abstract
This study aims to investigate the influence of celebrity worship levels on compulsive buying behavior related to K-Pop merchandise from the SNSD group among Indonesian Sone fans. Additionally, the research aims to understand the role
of self-control as a moderating factor in the relationship between celebrity worship and compulsive buying. The research method employed a quantitative causal
approach through an online survey among fans of the K-Pop group SNSD. Data collection was carried out using questionnaires comprising scales to measure
celebrity worship, compulsive buying, and self-control. The total number of respondents participating in this study was 110 individuals. The results of the data analysis indicate a significant positive correlation between celebrity worship and compulsive buying behavior related to SNSD's K-Pop merchandise among Indonesian Sone fans. This means that the higher the level of celebrity worship among the respondents, the more likely they are to engage in compulsive buying
behavior regarding SNSD's merchandise. Furthermore, the study results also show that self-control does not play a moderating role in the relationship between
celebrity worship and compulsive buying. This indicates that the majority of respondents had low levels of self-control, which could not reduce the negative impact of the relationship between celebrity worship and compulsive buying. The findings of this research are expected to provide valuable information for business
managers in the entertainment industry, especially in developing more effective and socially responsible marketing strategies. Keywords: Celebrity worship, Compulsive buying, K-Pop Merchandise, SNSD,Sone Indonesia
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | TUGAS AKHIR |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | Surya |
| Date Deposited: | 25 Oct 2024 02:04 |
| Last Modified: | 25 Oct 2024 02:04 |
| URI: | http://repository.machung.ac.id/id/eprint/229 |
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