PENGARUH FANATISME DAN PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN MERCHANDISE KPOP (STUDI KASUS PADA KOMUNITAS PENGGEMAR GRUP KPOP SVT DI DKI JAKARTA)
DOI:
https://doi.org/10.31334/jambis.v2i3.2516Keywords:
fanaticism, consumer behavior, purchasing decisionsAbstract
This study aims to determine the effect of fanaticism and consumer behavior on purchase decisions for KPop merchandise (a case study on the fan community of K-Pop group SVT in DKI Jakarta). The research method used was a quantitative method. The population in this study was the SVT fan community. Sampling was done using non-probability sampling with purposive sampling method. The research sample consisted of 318 respondents who had bought K-Pop merchandise. The data analysis technique used was multiple linear regression analysis with the help of IBM Statistics 28 software. The results showed that Fanaticism has an influence of 25.4% on the Purchase Decision for K-Pop merchandise. Consumer Behavior has an influence of 25.2% on Purchase Decisions for K-Pop merchandise. Fanaticism and Consumer Behavior have a significant effect on Purchase Decisions for K-Pop merchandise. Simultaneously, Fanaticism and Consumer Behavior affect the variable of Purchase Decisions for K-Pop merchandise by 0.347 or 34.7%, with the remaining 65.3%explained by other variables not included in this study.References
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