Celebrity Worship dan Harga Diri terhadap Compulsive Buying Penggemar Korean Pop

Saskia, Deliana (2026) Celebrity Worship dan Harga Diri terhadap Compulsive Buying Penggemar Korean Pop. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

Indonesia, as a country with a high level of consumerism, supported by the ease of access to online shopping, encourages the emergence of compulsive buying behavior characterized by an uncontrollable urge to purchase as a means of coping with stress. This phenomenon is also observed among K-Pop fans, who demonstrate high loyalty toward their idols, leading to excessive purchasing behavior. This study aims to examine the influence of celebrity worship and self-esteem on compulsive buying among K-Pop fans. This research employs a quantitative correlational approach with 344 K-Pop fans aged 18–25 years who are members of the “WTS/WTB/WTT ALL FANDOM” community on platform X and reside in the Greater Jakarta area. Data were collected using the Celebrity Attitude Scale (CAS), a self-esteem scale based on Heatherton & Polivy (1991), and the Edwards Compulsive Buying Scale (ECBS). Data analysis was conducted using Spearman’s rho correlation and multiple linear regression. The results indicated a significant positive relationship between celebrity worship and compulsive buying (r = 0.634; p < 0.05), and a significant negative relationship between self-esteem and compulsive buying (p < 0.05). Simultaneously, celebrity worship and self-esteem significantly influenced compulsive buying (R = 0.644; R² = 0.415; p < 0.05).

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