HUBUNGAN ANTARA CONFORMITY DAN HEDONIC SHOPPING MOTIVATION DENGAN KECENDERUNGAN IMPULSIVE BUYING PADA FANDOM SEVENTEEN-CARAT

FEBRY, ANGGRAINI (2026) HUBUNGAN ANTARA CONFORMITY DAN HEDONIC SHOPPING MOTIVATION DENGAN KECENDERUNGAN IMPULSIVE BUYING PADA FANDOM SEVENTEEN-CARAT. Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui hubungan Conformity dan Hedonic Shopping Motivation dengan Impulsive Buying pada penggemar Seventeen yang tergabung dalam fandom Carat. Fenomena meningkatnya perilaku konsumtif pada fandom K-pop menyebabkan penggemar cenderung melakukan pembelian merchandise secara spontan tanpa perencanaan yang matang. Penelitian ini menggunakan metode kuantitatif dengan teknik purposive sampling terhadap 105 responden. Pengumpulan data menggunakan skala Impulsive Buying, Conformity, dan Hedonic Shopping Motivation. Teknik analisis data menggunakan regresi berganda dengan bantuan IBM SPSS 20 for Windows. Hasil penelitian menunjukkan terdapat hubungan positif dan signifikan antara Conformity dan Hedonic Shopping Motivation dengan Impulsive Buying dengan nilai R Square sebesar 0,586 dan signifikansi p<0,001. Secara parsial, Conformity memiliki hubungan positif dan signifikan dengan Impulsive Buying (r=0,514; p<0,001), sedangkan Hedonic Shopping Motivation memiliki hubungan positif dan signifikan dengan Impulsive Buying (r=0,657; p<0,001). Hal ini menunjukkan bahwa semakin tinggi Conformity dan Hedonic Shopping Motivation, maka semakin tinggi kecenderungan Impulsive Buying pada fandom Seventeen-Carat. Kata kunci : Impulsive Buying, Conformity, Hedonic Shopping Motivation, Fandom K-Pop, Carat.ABSTRACT This study aimed to determine the relationship between conformity and hedonic shopping motivation with impulsive buying among Seventeen fans who are members of the Carat fandom. The increasing consumptive behavior within K-pop fandoms has led fans to engage in spontaneous purchases of merchandise without careful planning. This study employed a quantitative method using purposive sampling techniques involving 105 respondents. Data were collected using impulsive buying, conformity, and hedonic shopping motivation scales. Data analysis was conducted using multiple regression analysis with IBM SPSS 20 for Windows. The results showed a positive and significant relationship between conformity and hedonic shopping motivation with impulsive buying, with an R Square value of 0.586 and significance value of p < 0.001. Partially, conformity had a positive and significant relationship with impulsive buying (r = 0.514; p < 0.001), while hedonic shopping motivation also had a positive and significant relationship with impulsive buying (r = 0.657; p < 0.001). These findings indicate that higher levels of conformity and hedonic shopping motivation are associated with higher tendencies of impulsive buying among Carat fandom members. Keywords: Impulsive Buying, Conformity, Hedonic Shopping Motivation, K-Pop Fandom, carat.

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