Hubungan Kontrol Diri dan Konformitas dengan Impulsive Buying pada Penggemar K-pop Usia Dewasa Awal

Indah, Chynthya Permata (2024) Hubungan Kontrol Diri dan Konformitas dengan Impulsive Buying pada Penggemar K-pop Usia Dewasa Awal. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

The collaboration between products and brand ambassadors of K-pop idols in Indonesia is now increasingly encouraging impulsive buying among early adults. Previous research studies have shown that early adults who are K-pop fans (K-popers) are more likely to make impulsive purchases due to several factors such as emotional impulses, marketing strategies, social communities and social media. The purpose of this study was to determine the relationship between self-control and conformity with impulsive buying in early adult K-pop fans. The subjects in this study totaled 195 people who were early adult K-pop fans in Indonesia. This study uses quantitative methods with purposive sampling techniques. The data collection technique uses a Likert scale and is distributed via Google Form. The data analysis technique used multiple linear regression. The results of this study indicate a relationship between self-control ability and level of conformity with impulsive buying, as indicated by a significance level of 0.000 (p <0). In addition, self-control ability can reduce impulsive buying tendencies by 51%, while conformity only increases impulsive buying tendencies by 2.5%.

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