KEKUATAN NILAI PECINTA KOREAN POP (KPOP) TERHADAP GAYA HIDUP MAHASISWA (Studi pada Mahasiswa Universitas Muhammadiyah Malang)

research was conducted to find out how the strength of the values of the Kpop lovers group in changing and influencing the lifestyle of students. the research method used is qualitative research method with phenomenology type. The technique of determining the subject in this study uses snowball sampling where the subject is obtained by rolling from the first subject then to the next subject until new data is no longer obtained. Data collection methods using observation, interviews and documentation. The data analysis technique uses the technique proposed by Moustakas, namely the initial stage, the horizonazation stage, the cluster of meaning stage, the essence description stage, and reporting the results. The results of this study resulted in findings that the Kpop lovers group can change the lifestyle of students in terms of fashion, purchasing merchandise, participating in group activities, and using the same items as the preferred Kpop idols. Researchers used the concept of secondary groups from Charles Horton Cooley and Georg Simmel's Sociology of Fashion Theory, where groups of Kpop lovers encourage students to carry out Korean-style lifestyles.