The Role of Brand Attractiveness on Impulse Buying with Celebrity Worship as A Mediation Variable on Purchase of Official Merch BTS in East Java
Abstract
The Korean wave phenomenon that is sweeping the world is slowly starting to have an economic impact, the presence of a music group consisting of young people with attractive appearances is the biggest driving factor causing the Korean wave phenomenon to spread, including the currently worldwide boyband BTS. This study aims to determine the role of brand attractiveness in impulse buying with celebrity worship as a mediating variable for purchasing official BTS merchandise in East Java. The sample in this study was 96 respondents with a sampling technique using purposive proportional random sampling with the criteria of consumers who bought BTS. BTS official merch fans commonly called ARMY fans who were in the East Java area and for private ownership. The results of this study indicate that brand attractiveness has a significant effect on impulse buying. Brand attractiveness has a significant effect on celebrity worship. Celebrity worship has a significant effect on impulse buying. Celebrity worship partially mediates brand attractiveness and impluse buying.
Keywords: brand attractiveness, impulse buying, celebrity worship
References
[1] Aug CS, Chan NN. Adolescents’ Views on Celebrity Worship: A Qualitative Study. Curr Psychol. 2018;37(1):139–48.
[2] Annisa Kusuma Widjaja MM. (2015). Gambaran Celebrity Worship pada Dewasa Awal di Jakarta. Humaniora, 6(1), 21–28. https://journal.binus.ac.id/index.php/Humaniora/article/view/3294
[3] Baker MJ. Churchill, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14(4), 538– 555. https://psycnet.apa.org/doi/10.2307/3151194
[4] Beatty SE, Ferrell ME. Impulse buying: modeling its precursors. J Retailing. 1998;74(2):169–91.
[5] Bong, S. (2011). Pengaruh In-Store Stimuli Terhadap Impulse Buying Behavior Konsumen Hypermarket Di Jakarta. ULTIMA Management, 3(1), 31–52. en.v3i1.175 https://doi.org/10.31937/manajemen.v3i1.175.
[6] Boon S, Lomore C. Admirer-celebrity relationships among young adults. Hum Commun Res. 2001;27(3):432–65.
[7] Dewi DP, Indrawati KR. Gambaran celebrity worship pada penggemar K-Pop usia dewasa awal di Bali. Jurnal Psikologi Udayana. 2019;6(02):291.
[8] Engel JF, Blackwell RD. Consumer behavior. 4th ed. Dryden Press; 1982.
[9] Ghozali I, Latan H. Partial least squares: Konsep, teknik, dan aplikasi menggunakan program smart PLS 3.0. 2nd ed. Universitas Diponegoro Semarang; 2015.
[10] Hoch SJ, Loewenstein GF. Time-Inconsistent Preferences and Consumer SelfControl. J Consum Res. 1991;17(4):492507.
[11] IDAI-Soetjiningsih. Buku Ajar Tumbuh Kembang Remaja dan Permasalahannya. Sagung Seto; 2010.
[12] Kellner, D. (2009). Toward a Critical Media/Cultural Studies. Media/Cultural about/Media_cultural_Studies.ht ml?hl=id&id=LSpmn22SqD0C
[13] Maltby J, Houran J, McCutcheon LE, Gillett R, Houran J, Ashe DD. A clinical interpretation of attitudes and behaviors associated with celebrity worship. J Nerv Ment Dis. 2003 Jan;191(1):25–9.
[14] Mark D. Griffiths Ph.D. (2013). Celebrity Worship Syndrome Psychology Today.https://www.psychologytoday.com/intl/blog/inexcess/201307/celebrityworshipsyndrome
[15] McCutcheon, L. E., Lange, R., & Houran, J. (2002). Conceptualization and measurement of celebrity worship. British Journal of Psychology (London, England : 1953), 93(Pt 1), 67–89. https://doi.org/10.1348/000712602162454.
[16] Ohanian R. Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. J Advert. 1990;19(3):39–52.
[17] Rao P. Measuring Consumer Perception Through Factor Analysis. The Asian Manager. February-March; 2006.
[18] Rook DW. The Buying Impulse. J Consum Res. 1987;14(2):189–99.
[19] Rook DW, Fisher RJ. Normative Influences on Impulsive Buying Behavior. J Consum Res. 1995;22(3):305.
[20] Shimp TA. Periklanan Promosi: Aspek Tambahan Komunikasi Pemasaran Terpadu Jilid 1 -5/E. ICB. Res Rep (Montgomery, Ala). 2007;9:304–5. Available from: https://openlibrary.telkomuniversity.ac.id/home/catalog/id/14193/slug/periklananpromosi- aspektambahan-komunikasipemasaran-terpadu-jilid-1-5-e-.html
[21] So KK, King C, Hudson S, Meng F. The missing link in building customer brand identification: the role of brand attractiveness. Tour Manage. 2017;59(C):640–51.
[22] Stern H. The Significance of Impulse Buying Today. J Mark. 1962;26(2):59–62.
[23] Stever G. Psychology Of Celebrity. New York: Routledge; 2019.
[24] Sugiyono PD. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D – MPKK – Toko Buku Bandung. Alfabeta. https://cvalfabeta.com/product/m etode-penelitiankuantitatifkualitatif- dan-rd-mpkk.
[25] Sugiyono PD. (2012).MEMAHAMIPE NELITIAAN KUALITATIF. CV.ALFABETA. https://onesearch.id/Record/IOS4 572.slims-1163
[26] Sugiyono PD. (2018). Metode penelitian kuantitatif, kualitatif dan kombinasi (mixed methods) / Sugiyono | OPAC Perpustakaan Nasional RI. (10th ed.). Bandunf : Alfabeta. https://opac.perpusnas.go.id/Detai lOpac.aspx?id=853411
[27] Suparna G. (2016). ISSN : 2302-8912 HEDONIC CONSUMPTION TENDENCY DAN IMPULSE BUYING PELANGGAN PRODUK FASHION DI MALL BALI GALERIA I Gde Made Ray Anom Dananjaya 1 Fakultas Ekonomi dan Bisnis Universitas Udayana (Unud), Bali, Indonesia Perkembangan zaman dewasa ini telah m. 5(4), 2250– 2282.
[28] Turner G. (2016). Understanding Celebrity. In Understanding Celebrity (2nd ed.). SAGE Publications Ltd. https://doi.org/10.4135/9781473957855.
[29] Verplanken B, Herabadi A. Individual differences in impulse buying tendency: feeling and no thinking. Eur J Pers. 2001;15(1_suppl S1):S71–83.
[30] Wayan N, Ayu RS, Astiti DP. Gambaran Celebrity Worship Pada Penggemar K-Pop. Buletin Ilmiah Psikologi. 2020;1(3):2720–8958.
[31] Yeni NT. (2016). Perilaku Penemuan Informasi pada Komunitas K-Pop “Ever Lasting Friends (ELF)” Surabaya. Skripsi, 32–34. http://journal.unair.ac.id/LN@per ilakupenemuan- informasi-padakomunitas- k-pop- “ever-lastingfriends-(elf)”-surabayaarticle11416- media-136-category-8.html.