Pengaruh parasocial interaction terhadap impulsive buying pada emerging adult penggemar k-pop di Pulau Jawa

Jennifer, Jennifer (2023) Pengaruh parasocial interaction terhadap impulsive buying pada emerging adult penggemar k-pop di Pulau Jawa. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dalam beberapa tahun terakhir, penyebaran budaya K-pop telah berdampak secara signifikan pada industri hiburan, menarik banyak penggemar diberbagai belahan dunia termasuk Indonesia, terutama di kalangan emerging adult. Interaksi parasosial yang ditandai dengan hubungan psikologis sepihak antara emerging adult penggemar K-pop di Pulau Jawa dengan idola atau artis K-pop membentuk kebiasaan membeli merchandise atau produk yang berkaitan dengan idola favoritnya secara impulsif. Tujuan dari penelitian ini adalah untuk melihat apakah terdapat pengaruh yang signifikan antara parasocial interaction terhadap impulsive buying pada emerging adult penggemar K-pop di Pulau Jawa. Penelitian dilakukan dengan menggunakan pendekatan kuantitatif dan analisis regresi linear sederhana sebagai metode pengolahan data. Data yang dikumpulkan berjumlah 117 responden emerging adult penggemar K-pop yang berdomisili di Pulau Jawa. Instrumen yang diperlukan untuk penelitian ini adalah Parasocial Interaction Scale dan Impulsive Buying Tendency Scale. Hasil penelitian menunjukkan bahwa parasocial interaction mempengaruhi impulsive buying secara signifikan pada emerging adult penggemar K-pop di Pulau Jawa sebesar 14.3%. / In recent years, the spread of K-pop culture has significantly impacted the entertainment industry, attracting many fans in various parts of the world including Indonesia, especially among emerging adults. Parasocial interactions characterized by a one-sided psychological relationship between emerging adult K-pop fans in Java Island and K-pop idols or artists form the habit of impulsively buying merchandise or products related to their favorite idols. The purpose of this study is to see whether there is a significant influence between parasocial interaction on impulsive buying in emerging adult K-pop fans in Java. The research was conducted using a quantitative approach and simple linear regression analysis as a data processing method. The data collected amounted to 117 respondents of emerging adult K-pop fans who live on the island of Java. The instruments needed for this research are Parasocial Interaction Scale and Impulsive Buying Tendency Scale. The results showed that parasocial interaction significantly influenced impulsive buying in emerging adult K-pop fans in Java by 14.3%.

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