PENGARUH CELEBRITY WORSHIP TERHADAP PEMBELIAN KOMPULSIF SECARA ONLINE PADA PENGGEMAR GRUP K-POP DEWASA AWAL

The phenomenon known as the “Korean wave” or Hallyu (한류) has spread and one form of it is K-Pop groups. Many K-Pop group fans buy merchandise related to their idols without thinking twice, which is called compulsive buying online. Compulsive buying online is thought to be influenced by celebrity worship, a behavior by fans towards certain celebrities with a form of personal attachment. The purpose of this study was to determine the effect of celebrity worship on compulsive buying online in early adult K-Pop group fans. The method used in this study was a quantitative correlational design, which used 2 scales, namely the Celebrity Attitude Scale (CAS) and the Compulsive Buying Scale (CBS). The research subjects were 384 people using a convenience sampling technique with criteria consisting of being 18-30 years old, stating that they are members of more than one K-Pop group fandom (fan group), and having purchased K-Pop group merchandise at least three times in the past month. The analysis method for this study used the simple linear regression method. Based on the research results, data was obtained that celebrity worship has a significant effect on online compulsive buying (p = 0.000 (<0.05)). In addition, Celebrity Worship has an influence on online compulsive buying by 60.8%.