PENGARUH CELEBRITY WORSHIP TERHADAP MINAT BELI ALBUM KPOP PADA PENGGEMAR KPOP DENGAN HEDONISM SEBAGAI VARIABEL MEDIASI

Edrin, Florencia (2023) PENGARUH CELEBRITY WORSHIP TERHADAP MINAT BELI ALBUM KPOP PADA PENGGEMAR KPOP DENGAN HEDONISM SEBAGAI VARIABEL MEDIASI. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

The purpose of this study was to determine the effect of the hedonism variable (Z) as a mediating variable between celebrity worship (X) on purcharse intention (Y) kpop albums among kpop fans. This research uses a quantitative approach. The population in this study are all kpop fans in Indonesia. The sample in this study were 100 respondents using the non-probability sampling method. The data collection technique used was a survey technique assisted by a questionnaire instrument with a Likert scale. The type of data used in this research is primary data. The data analysis technique uses the instrument feasibility test and the classical assumption test. The hypothesis testing technique uses the t test, simple regression analysis, multiple and path analysis. The results of the study explained that the hedonism variable succeeded in mediating the effect of celebrity worship on the intention to buy kpop albums among kpop fans. Keywords: Celebrity Worship , Hedonism, purcharse intention, Kpop.

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