FITRIA, ANGGITA DINI (2024) PENGARUH HEDONIC SHOPPING MOTIVATION DAN SHOPPING LIFESTYLE TERHADAP IMPLUSIVE BUYING PADA PEMBELIAN MERCHANDISE K-POP OFFICIAL (STUDI PADA KOMUNITAS MONBEBE INDONESIA). Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
The development of global technology accelerates the spread of Korean culture, creating the Korean Wave or Hallyu. K-pop music is highly favored by the Millennial generation, while fans also enthusiastically engage with idol group merchandise. Excessive purchasing of K-pop merchandise can lead to consumptive behaviors like impulsive buying, promoting hedonistic tendencies among individuals. Shopping lifestyle also plays a role in this phenomenon. This research aims to investigate the influence of hedonic shopping motivation and shopping lifestyle on impulse buying in the purchase of official K-pop merchandise (studying the Monbebe community). This study employs a quantitative research method using a survey approach, targeting the Monbebe fandom who have purchased official K-pop merchandise. Non-probability sampling with purposive sampling was utilized, involving a sample size of 100 respondents. Data was collected via Google Form, and analysis was conducted using multiple linear regression. The findings of this study indicate that (1) Hedonic Shopping Motivation and Shopping Lifestyle together have a significant positive influence on Impulsive Buying in the purchase of official K-pop merchandise. Additionally, (2) Hedonic Shopping Motivation individually shows a positive and significant influence on Impulsive Buying in the purchase of official K-pop merchandise. Furthermore, (3) Shopping Lifestyle individually exhibits a positive and significant influence on Impulsive Buying in the purchase of official K-pop merchandise.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Anggita Diini Fitria | ||||||||
| Date Deposited: | 19 Jul 2024 08:46 | ||||||||
| Last Modified: | 24 Jul 2024 03:56 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/26680 |
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