Hubungan Parasocial Relationship dengan Perilaku Konsumtif pada Penggemar K-Pop di Surabaya. (The Relationship Between Social Interaction and Consumptive Behavior Among K-Pop Fans in Surabaya).

Makhfufa, Amaliya Makhfufa (2024) Hubungan Parasocial Relationship dengan Perilaku Konsumtif pada Penggemar K-Pop di Surabaya. (The Relationship Between Social Interaction and Consumptive Behavior Among K-Pop Fans in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The rapid development of technology and information has made it easier for fans to access various information about their idols. One of the social media platforms used by fans to interact with their idols is Instagram and Twitter. This interaction through social media allows fans to feel closer and connected to their idols, even though the interaction is only virtual and one-way known as parasocial relationships. This relationship can build an emotional bond between the idol and the fans which can encourage fans to spend money as a form of support for their idol, such as buying merchandise, albums, concert tickets, or branded items worn by the idol. This study aims to find out the relationship between parasocial relationships and consumptive behavior in k-pop fans in Surabaya. This study is a quantitative research using the correlational quantitative method. The sampling technique used in this study is purposive sampling with criteria that have been explained during data distribution. The sample size in this study consists of 256 K-pop fans in Surabaya. Data analysis was performed using the Pearson Product Moment parametric correlation technique with IBM SPSS 25.0 for Windows. The result obtained was 0.798 with a significance of 0.000 < 0.05, indicating a significant positive relationship between parasocial relationships and consumptive behavior. Therefore, the hypothesis in this study is accepted. This means that as the parasocial relationship behavior increases, the consumptive behavior of K-pop fans in Surabaya will also increase.

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