PENGARUH KONFORMITAS MERCHANDISE TERHADAP PERILAKU KONSUMTIF REMAJA FANDOM K-POP

• Main Author: Shafa Anitasyah, - (Author)
• Format: Book
• Published: 2022-08-15.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/75841/1/S_SOS_1804043_Title.pdf; http://repository.upi.edu/75841/4/S_SOS_1804043_Chapter1.pdf; http://repository.upi.edu/75841/2/S_SOS_1804043_Chapter2.pdf; http://repository.upi.edu/75841/5/S_SOS_1804043_Chapter3.pdf; http://repository.upi.edu/75841/7/S_SOS_1804043_Chapter4.pdf; http://repository.upi.edu/75841/3/S_SOS_1804043_Chapter5.pdf; http://repository.upi.edu/75841/6/S_SOS_1804043_Appendix.pdf
• Keywords: HM Sociology; L Education (General)

Budaya K-pop berkaitan dengan segala jenis musik Korea yang menyebar ke berbagai negara termasuk Indonesia melalui media sosial. Penyebaran budaya K-pop menjadi salah satu hal yang mendukung terciptanya komunitas penggemar budaya pop Korea. Namun, dengan adanya pengaruh sosial dalam komunitas tersebut menyebabkan peningkatan minat dan perilaku konsumsi remaja terhadap produk-produk merchandise Korea. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh konformitas merchandise terhadap perilaku konsumtif remaja fandom K-pop. Pendekatan penelitian menggunakan kuantitatif dengan metode statistik deskriptif, data diperoleh melalui penyebaran kuesioner kepada 222 responden. Hasil dari pengujian korelasi Pearson Product Moment diperoleh tingkat korelasi atau hubungannya yang rendah. Dari hasil pengambilan keputusan uji hipotesis, diperoleh bahwa H0 ditolak dan H1 diterima maka dapat dikemukakan bahwa konformitas merchandise berpengaruh terhadap perilaku konsumtif remaja fandom K-pop. Pengaruh yang ditimbulkan konformitas merchandise sebesar 4,3% terhadap perilaku konsumtif remaja fandom K-pop. Solusi dalam mengatasi perilaku konsumtif serta pembelian yang implusif yaitu dengan membatasi pembelian produk-produk merchandise , lebih mengutamakan kualitas, kuantitas serta rasionalitas sebelum membeli produk yang diinginkan. K-pop culture is related to all kinds of Korean music that spread to various countries including Indonesia through social media. The spread of K-pop culture is one of the things that supports the creation of a community of Korean pop culture fans. However, with the social influence in the community, it causes an increase in the interest and consumption behavior of teenagers towards Korean merchandise products. This study aims to determine how much influence the conformity of merchandise has on the consumer behavior of K-pop fandom teenagers. The research approach uses quantitative with descriptive statistical methods, data obtained through the distribution of questionnaires to 222 respondents. The results of the Pearson Product Moment correlation test obtained a low level of correlation or relationship. From the results of the decision-making hypothesis test, it is found that H0 is rejected and H1 is accepted, it can be stated that merchandise conformity affects the consumer behavior of K-pop fandom teenagers. The effect of 4.3% merchandise conformity on the consumer behavior of K-pop fandom teenagers. The solution in overcoming consumptive behavior and impulsive purchases is to limit the purchase of merchandise products, prioritizing quality, quantity and rationality before buying the desired product.