Pengaruh elemen idol worship dan celebrity worship, serta para-social relationship pada fanaticism dan dampaknya terhadap weverse shop in-Apps purchase intention (studi pada fans grup K-Pop BTS Indonesia)

Novenia, Maria Vinca (2022) Pengaruh elemen idol worship dan celebrity worship, serta para-social relationship pada fanaticism dan dampaknya terhadap weverse shop in-Apps purchase intention (studi pada fans grup K-Pop BTS Indonesia). Masters thesis, Universitas Pelita Harapan.

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Abstract

Tujuan dari penelitian ini adalah untuk menganalisis dan menguji pengaruh dari Idol Worship (IW) dan Celebrity Worship (CW) serta Para-social Relationship (PSR) yang dimiliki oleh fan BTS (ARMY) terhadap BTS. Berangkat dari elemen idolatri dari perspektif ARMY yang berdampak terhadap fanatisme dan hubungan parasosial antara BTS dan fan nya. Lebih lanjut, menganalisis pengaruh terhadap keinginan untk membeli merchandise, tiket konser daring, dan konten non- Ò musikal pada aplikasi Weverse Shop . Penelitian kuantitatif ini dilakukan dengan menggunakan pendekatan Partial Least Square-Structural Equation Modeling (PLS-SEM) untuk menganalisis data yang telah diambil. Responden dari penelitian ini adalah ARMY yang berdomisili di Indonesia dan data diambil secara purposive sampling dengan kriteria tertentu yang merupakan konsumen Ò yang pernah membeli merchandise BTS melalui aplikasi Weverse Shop . Sejumlah 728 responden telah memenuhi syarat sebagai sampel dari penelitian ini. Penelitian ini menunjukkan hasil bahwa dari kesebelas hipotesis hasilnya signifikan dan positif sesuai apa yang telah diprediksi di hipotesis. Penemuan dari penelitian ini menunjukkan bahwa Fanaticism memiliki dampak yang besar pada Merchandise In-Apps Purchase (MIA), Online Concert In-Apps Purchase (OCIA), dan Non-musical Content In-Apps Purchase (NMIA). IW, CW, dan PSR telah terbukti memiliki dampak yang besar terhadap munculnya Fanaticism yang selanjutnya menggerakkan adanya keinginan untuk membeli produk-produk yang diterbitkan oleh BTS. / The aim of this research is to analyze and test the effect of Idol Worship (IW), Celebrity Worship (CW), and also Para-social Relationship (PSR) that drive BTS fans’s consumptive behavior towards BTS merchandise, online concert, and Non- musical content through Weverse ShopÒ application. BTS fan (ARMY)’s idolatry perspective has caused the arousal of Fanaticism and Para-social Relationship towards BTS. This quantitative research was conducted using Partial Lease Square-Structural Equation Modeling (PLS-SEM) for data analysis. The respondents were carried out purposively with particular criteria, which are the ARMY who lived in Indonesia and have purchased any BTS products through Weverse ShopÒ application. A total of 728 respondents who met the requirements as the sample of this research. The eleven hypotheses developed in this research have also significantly supported in a positive direction corresponding to the hypotheses. The research shows that Fanaticism has a significant impact on Merchandise In-Apps Purchase (MIA), Online Concert In-Apps Purchase (OCIA), dan Non-musical Content In-Apps Purchase (NMIA). The IW, CW, and PSR has proven significantly to Fanaticism that drive the purchase intention of BTS products.

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