PENGARUH CELEBRITY WORSHIP DAN JENIS KELAMIN TERHADAP COMPULSIVE BUYING PADA PENGGEMAR K-POP BERUSIA EMERGING ADULTHOOD
DOI:
https://doi.org/10.46984/sebatik.v28i1.2462Keywords:
Celebrity worship, Compulsive buying, Penggemar K-pop, Emerging adulthoodAbstract
K-Pop digemari oleh bermacam-macam kalangan usia, dimana didominasi oleh kelompok berusia 18 – 25 tahun (emerging adulthood). Seseorang yang menggemari selebriti akan menunjukkan perilaku celebrity worship dan mereka akan merasa terikat dengan segala sesuatu yang berhubungan dengan selebriti favoritnya yang dapat diwujudkan dengan membeli segala hal yang berhubungan dengan selebriti tersebut sehingga dapat menimbulkan compulsive buying. Pada penggemar K-pop dapat memiliki compulsive buying apabila melakukan pembelian yang tidak normal yang dilakukan secara tidak terkontrol, berulang kali, dan memiliki dorongan kuat untuk membeli agar mengurangi perasaan negatif. Di sisi lain, sejumlah studi menunjukkan bahwa perempuan lebih menunjukkan compulsive buying dibandingkan laki-laki. Tujuan penelitian ini dilaksanakan guna melihat pengaruh celebrity worship terhadap compulsive buying pada emerging adulthood penggemar K-Pop. Partisipan dalam penelitian ini sebanyak 348 orang. Alat ukur yang digunakan untuk mengukur celebrity worship adalah Celebrity Attitude Scale (CAS), sedangkan untuk compulsive buying adalah Compulsive Buying Scale (CBS). Penelitian menggunakan pendekatan kuantitatif dengan regresi linear sebagai teknik analisis data. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh positif yang signifikan celebrity worship dan jenis kelamin terhadap compulsive buying, R2=0,724, F= 190,304, p<0,001. Hal tersebut menunjukkan bahwa semakin tinggi celebrity worship yang dimiliki oleh emerging adulthood penggemar K-Pop, maka menyebabkan semakin tinggi juga compulsive buying. Selain itu, faktor jenis kelamin juga memiliki pengaruh terhadap compulsive buying, dimana laki-laki memiliki compulsive buying yang lebih tinggi.
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