Impulsive Buying of Seventeen Merchandise: The Role of Celebrity Worship and Conformity

Abstract

This research examines the influence of celebrity worship and conformity on impulsive buying behavior in merchandise purchases among Seventeen fangirls. The background of this research highlight the growing trend of consumptive behavior, particularly impulsive buying, alongside the rising popularity of K-pop culture in Indonesia. Celebrtiy worship reflects emotional attachment and idolization toward one’s favorite celebrity, while conformity relates to social pressure to align with group norms. Both factos are believed to contribute to the tendency for impulsive buying behavior. This research uses a quantitative method with a multiple linear regression approach. The reseach population consists of Seventeen fangirl in Malang, select using purposive sampling. The sample includes 311 fangirl aged 18-30 years. The research instruments include the impulsive buying scale, celebrity attitude scale, and conformity scale. The result indicate that both celebrity worship and conformity have a significant impact on merchandise purchasing. High levels of celebrity worship and conformity tend to encourage individuals to engage in impulsive buying. The regression model shows that approximately 37% of the variability in impulsive buying behavior can be ecplained by celebrity worship and conformity, while the remaining 63% is influenced by other factors not examined this research. Thesee findings highlight the importance of psychological factors in purchasing behavior and can serve as a reference for developing interventions to manage consumer behavior more adaptively.