IMPULSIVE BUYING PADA PENGGEMAR K-POP DI KOMUNITAS NCTZEN KOTA SEMARANG DITINJAU DARI CELEBRITY WORSHIP

Abstract

This study aims to examine the relationship between celebrity worship and impulsive buying among K-Pop fans in the NCTzen community in Semarang. This research used a quantitative method with purposive sampling involving 305 respondents aged 15–25 years who are members of the NCTzen community. The instruments used were the celebrity worship scale and the impulsive buying scale. Data were analyzed using Spearman correlation. The results showed a significant positive relationship between celebrity worship and impulsive buying (r = 0.521; p < 0.01). This indicates that higher levels of celebrity worship are associated with higher tendencies of impulsive buying. The findings highlight the importance of self-control and financial literacy among fans in managing consumption behavior more rationally. Keywords: Celebrity worship, impulsive buying, K-Pop fans, NCTzen