Pengaruh Celebrity Worship terhadap keputusan pembelian produk Skincare Korea Selatan : Studi pada Fandom Boygrup Treasure (Treasure Maker)

Widyaningrum, Sekar Lugiana (2023) Pengaruh Celebrity Worship terhadap keputusan pembelian produk Skincare Korea Selatan : Studi pada Fandom Boygrup Treasure (Treasure Maker). Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA : Tujuan penelitian ini adalah untuk mengetauhi pengaruh anatara celebrity worship dan keputusan pembelian skincare produk Korea Selatan pada fans boygrup TREASURE yang berdomisili di kota Bekasi. Penelitian ini merupakan penelitian korelasional menggunakan teknik pengumpulan data berupa skala Likert yaitu skala celebrity worship dan skala keputusan pembelian. Subjek dalam penelitian ini berjumlah 185 orang fans melalui teknik pengambilan sampel yaitu Purposive sampling. Pengambilan data dilakukan dengan menggunakan aplikasi google form yang berisi instrumen penelitian kemudian disebar melalui chat Whatsupp dan diolah menggunakan bantuan aplikasi SEM-PLS. Hasil penelitian ini menunjukkan bahwa terdapat hubungan yang signifikan antara celebrity worship dan keputusan pembelian dengan nilai T-statistik sebesar 20.325 dan nilai P-value 0.000 < 0.05. ENGLISH : The purpose of this study was to determine the influence between celebrity worship and purchasing decisions for South Korean skincare products on TREASURE boy group fans who live in Bekasi city. This research is a correlational study using data collection techniques in the form of a Likert scale, namely the celebrity worship scale and the purchasing decision scale. Subjects in this study amounted to 185 fans through a sampling technique that is purposive sampling. Data collection was carried out using the Google form application which contained research instruments and then distributed via WhatsApp chat and processed using the SEM-PLS application. The results of this study indicate that there is a significant relationship between celebrity worship and purchasing decisions with a T-statistic value of 20.325 and a P-value of 0.000 <0.05.

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