Hubungan Antara Fanatisme Dengan Impulsive Buying Pembelian Merchandise Pada Penggemar K-Pop NCT. (The Relationship Between Fanaticism and Impulsive Buying of Merchandise Among NCT K-Pop Fans).

Sari, Dian Listiyana (2024) Hubungan Antara Fanatisme Dengan Impulsive Buying Pembelian Merchandise Pada Penggemar K-Pop NCT. (The Relationship Between Fanaticism and Impulsive Buying of Merchandise Among NCT K-Pop Fans). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Fanatisme terhadap merek, tokoh, atau produk tertentu sering memicu perilaku impulsive buying, dimana keputusan pembelian didorong oleh emosi dan keberadaan yang kuat, bukan kebutuhan rasional. Pembelian ini sering bertujuan menunjukkan loyalitas, meningkatkan kebanggaan diri, atau memperkuat identitas sosial dalam komunitas tertentu. Meskipun dapat memberikan manfaat ekonomi dan sosial, perilaku ini berisiko menimbulkan masalah finansial dan penyesalan jika tidak dikendalikan. Oleh karena itu, penting untuk mewujudkan motivasi pembelian dan menjaga keseimbangan antara kebutuhan, emosi, dan rasionalitas. Tujuan dari penelitian ini adalah untuk mengetahui hubungan antara fanatisme dengan pembelian impulsif pembelian merchandise pada penggemar K-Pop NCT. Penelitian ini mengikut sertakan penggemar NCT (NCTzen) sebagai populasi dengan jumlah 3.111 pengikut instragram dan mendapatkan 250 partisipan yang berusia 18-30 tahun dengan menggunakan tabel issac. Intrumen dari penelitian ini menggunakan pendekatan kuantitatif. Teknik analisis bantuan dalam penelitian ini menggunakan teknik product moment dengan SPSS 16. Statistic for windows memperoleh nilai 0,835 dengan sig 0,000 yang berarti p<0,01 terdapat hubungan positif yang signifikan terhadap fanatisme dengan pembelian impulsif pembelian merchandise pada penggemar K-Pop NCT. Hasil penelitian menunjukkan bahwa tingkat fanatisme mempunyai pengaruh yang signifikan terhadap perilaku pembelian impulsif maka. semakin antusias seorang penggemar, semakin besar kemungkinan mereka untuk membeli barang dagangan secara spontan.

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