Pengaruh Pemujaan Selebriti Dan Regulasi Diri Terhadap Pembelian Impulsif Remaja Perempuan Penggemar K-Pop

Alvin Eryandra, Destia Romadhona, Hanisa Darupa Putri

Abstract


This study aims to explore how much influence celebrity worship and self-regulation have on impulse buying in adolescent female kpop fans. The method used in this research is quantitative research method with multiple linear regression analysis techniques. The sample in this study amounted to 240 female kpop fans who had an age range of 12-21 years and used a sampling technique, namely purposive sampling. Some of the instruments used in this study are the IBS (Impulse Buying Tendency Scale) adapted from Verplanken and Herabadi with Cronbach's Alpha 0.902, CAS (Celebrity Attitude Scale) adapted from Maltby with Cronbach's Alpha 0.964, and SSRQ (Short Self-Regulation Questionnaire) adapted from Pichardo with Cronbach's Alpha 0.967. The results showed that celebrity worship and self-regulation contributed to impulse buying by 39.8% with a probability value of 0.000 (p <0.05) indicating a significant influence between celebrity worship and self-regulation on impulse buying.  The result of the coefficient β = 0.540 with a probability value of 0.000 (p <0.05) indicates that there is a significant positive influence between celebrity worship on impulse buying, which means that the higher the celebrity worship, the higher the impulse buying behavior and vice versa. The results of the coefficient β = -0.138 with a probability value of 0.027 (p <0.05) indicate that there is a significant negative influence between self-regulation on impulse buying, which means that the lower the self-regulation, the higher the impulsive buying behavior of the individual and conversely.

Keywords


celebrity worship, self-regulation, impulsive buying, teenage girls.

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DOI: https://doi.org/10.15548/alqalb.v16i2.11046

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Ruang Jurnal,
Fakultas Ushuluddin dan Studi Agama,
UIN Imam Bonjol Padang
Jl. Kampus 3, Sungai Bangek, Balai Gadang,
Kota Padang, Sumatra Barat
E-mail: [email protected]

 

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