PENGARUH CELEBRITY WORSHIP TERHADAP IMPULSIVE BUYING PADA REMAJA AKHIR PENGGEMAR K-POP DI KOTA BANDUNG

Abstract

The study aims to determine the effect of celebrity worship on impulsive buying in late teens of K-pop fans in the city of Bandung. Respondents in this study amounted to 150 people with the criteria of late adolescence, namely aged 18-22 years, are fans of K-pop, and domiciled in the city of Bandung. The research method used is quantitative research with a regression approach. Sampling technique using non-probability sampling with purposive sampling type, data collection method using a questionnaire in the form of google form by using two measuring instruments, namely celebrity worship and impulsive buying. The data analysis technique in this study uses simple regression analysis. Based on the results of data analysis, the significance level is 0,000 with an R square value of 0,518. This shows that celebrity worship has a significant positive effect on impulsive buying in late teens of K-pop fans in Bandung, so it can be interpreted that the higher celebrity worship, the higher the impulsive buying.