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Penelitian ini bertujuan untuk mengetahui pengaruh konformitas pembelian dan self-esteem terhadap compulsive buying pada penggemar K-Pop yang dilakukan dengan menggunakan metode penelitian kuantitatif. Pengambilan sampel dilakukan dengan menggunakan teknik purposive sampling sehingga dalam penelitian ini mendapatkan jumlah sampel sebanyak 154 responden. Alat ukur yang digunakan dalam penelitian ini terdiri dari Edwards Compulsive Buying Scale untuk mengukur compulsive buying, Conformity Consumption Scale untuk mengukur konformitas pembelian, dan Rosenberg Self-Esteem Scale untuk mengukur self-esteem. Pengujian hipotesis penelitian ini dilakukan dengan menggunakan uji regresi berganda. Hasilnya ditemukan bahwa terdapat pengaruh antar konformitas pembelian dan self-esteem terhadap compulsive buying pada penggemar K-Pop sebesar 36,6%. Kata Kunci: Konformitas Pembelian, Self-Esteem, Compulsive Buying, Penggemar K-Pop. This study aims to determine the effect of conformity consumption and self-esteem on compulsive buying in K-Pop fans using quantitative research methods. Sampling was carried out using a purposive sampling technique so that in this study a total sample of 154 respondents was obtained. The measuring instruments used in this study consisted of the Edwards Compulsive Buying Scale to measure compulsive buying, the Conformity Consumption Scale to measure purchasing conformity, and the Rosenberg Self-Esteem Scale to measure self-esteem. Testing the research hypothesis was carried out using multiple regression tests. The results found that there was an influence of purchase conformity and self-esteem on compulsive buying in K-Pop fans of 36.6%. Keywords: Conformity Consumption, Self-Esteem, Compulsive Buying, K-Pop Fans. |
