PENGARUH CELEBRITY WORSHIP TERHADAP PERILAKU KONSUMTIF PADA PENGGEMAR NEO CULTURE TECHNOLOGY (NCT) DI TWITTER/X

The phenomenon of consumptive behavior in fans shows high with a picture of buying merchandise, kpop stuff, albums. This is influenced by idol worship activities or called celebrity worship. Celebrity worship is a form of worship behavior in which individuals have an excessive sense of admiration for a person or group and individuals are interested in the life of a person or group they admire. A form of worship in which individuals have an excessive sense of admiration for a person or group and individuals are attracted to the life of a person or group they admire. The purpose of the study was to understand how celebrity worship affects the consumptive behavior of NCT fans on Twitter/X. The research method used is a quantitative approach with data analysis using simple linear regression. The instruments used in this study are the celebrity worship scale from Maltby et al, adapted by Ayuningtyas (2023) and the consumptive behavior scale from Engel, Miniard and Blackwell adapted by Simalango (2020). The research subjects taken in this study were from social media Twitter / X and obtained 160 respondents. This subject was taken using a purposive sampling technique. The results showed a positive effect of celebrity worship on consumptive behavior with a coefficient value of 0.364 with a p value <0.05. The research implication is that fans are able to manage their celebrity worship so that they can avoid high consumptive behavior.