HUBUNGAN CELEBRITY WORSHIP DAN CONFORMITY DENGAN IMPULSIVE BUYING PADA PEMBELIAN MERCHANDISE ONLINE OLEH NCTZEN LAMPUNG

Balqis, Bambang (2024) HUBUNGAN CELEBRITY WORSHIP DAN CONFORMITY DENGAN IMPULSIVE BUYING PADA PEMBELIAN MERCHANDISE ONLINE OLEH NCTZEN LAMPUNG. Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Oleh : Balqis Perasaan cinta yang mendalam terhadap seorang selebriti yang diidolakan dapat menimbulkan keyakinan dan pengertian berupa hubungan, kesetiaan, bahkan pengabdian kepada sang idola. Kecintaan mendalam seorang penggemar terhadap idola dapat memotivasinya untuk melakukan berbagai hal untuk idolanya, meskipun itu membutuhkan uang, waktu, dan tenaga. Tujuan dalam penelitian ini untuk mengetahui hubungan celebrity worship dan conformity dengan impulsive buying pada pembelian merchandise online oleh Nctzen Lampung. Populasi dalam penelitian ini adalah Nctzen Lampung yang tergabung ke dalam grup Line dan sampel yang digunakan sebanyak 85 Nctzen. Peneliti menggunakan teknik purposive sampling, teknik pengumpulan data dengan menggunakan 3 skala yaitu impulsive buying sebanyak 14 aitem (α = 0,731), celebrity worship sebanyak 26 aitem (α = 0,853), dan conformity sebanyak 19 aitem (α = 0,811). Metode analisis data berupa analisis regresi berganda. Berdasarkan hasil analisis terdapat hubungan yang signifikan antara celebrity worship dan conformity dengan impulsive buying pada Nctzen Lampung yang membeli merchandise dengan nilai koefisien korelasi R Square = 0,345 dengan taraf signifikan 0.001 sebanyak 34,5% sedangkan 65,5% dipengaruhi faktor-faktor lain. Terdapat hubungan positif signifikan antara celebrity worship dengan impulsive buying pada Nctzen Lampung yang melakukan pembelian merchandise dengan nilai koefisien korelasi (Rx1- y)=0525. Terdapat hubungan positif signifikan antara conformity dengan impulsive buying pada Nctzen Lampung yang melakukan pembelian merchandise dengan koefisien korelasi (Rx2-y)=0.501. Kata kunci: Impulsive buying, celebrity worship, konformitas, pembelian merchandise online. ABSTRACT Author : Balqis A deep feeling of love for a celebrity who is idolized can create beliefs and understanding in the form of relationships, loyalty, and even devotion to the idol. A fan's deep love for an idol can motivate him to do various things for his idol, even though it requires money, time, and energy. The purpose of this study was to determine the relationship between celebrity worship and conformity with impulsive buying in online merchandise purchases by Nctzen Lampung. The population in this study was Nctzen Lampung who were members of the Line group and the sample used was 85 Nctzen. The researcher used a purposive sampling technique, data collection technique using 3 scales, impulsive buying scale of 14 items (α = 0.731), celebrity worship scale of 26 items (α = 0.853), and conformity scale of 19 items (α = 0.811). The data analysis method was multiple regression analysis. Based on the results of the analysis, there is a significant relationship between celebrity worship and conformity with impulsive buying in Nctzen Lampung who buy merchandise with a correlation coefficient value of R Square = 0.345 with a significance level of 0.001 as much as 34.5% while 65.5% is influenced by other factors. There is a significant positive relationship between celebrity worship and impulsive buying in Nctzen Lampung who make merchandise purchases with a correlation coefficient value (Rx1-y) = 0.525. There is a significant positive relationship between conformity and impulsive buying in Nctzen Lampung who make merchandise purchases with a correlation coefficient (Rx2-y) = 0.501. Keywords : Impulsive buying, celebrity worship, conformity, merchandise online purchase.

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