PENGARUH HARMONIOUS BRAND PASSION DAN OBSESSIVE BRAND PASSION TERHADAP OBSESSIVE COMPULSIVE BUYING DALAM PEMBELIAN TIKET KONSER K-POP PADA PENGGEMAR KOTA SAMARINDA

Ajwa Sailhan Djibran, Marsha Anindita, M. Risal

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh Harmonious Brand Passion dan Obsessive Brand Passion terhadap Obsessive Compulsive Buying dalam pembelian tiket konser K-Pop pada penggemar Kota Samarinda. Penelitian ini menggunakan pendekatan kuantitatif dengan metode kausalitas. Data primer dikumpulkan melalui kuesioner skala Likert (1-4) kepada 120 responden penggemar K-Pop di Kota Samarinda yang pernah membeli  tiket konser, dengan teknik pengambilan sampel menggunakan purposive sampling. Data sekunder juga digunakan untuk mendukung analisis penelitian. Teknik analisis data meliputi uji asumsi klasik, analisis regresi linier berganda, uji t, uji F, dan koefisien determinasi menggunakan SPSS Statistics versi 27. Hasil penelitian menunjukkan bahwa Obsessive Brand Passion berpengaruh positif dan siginifikan terhadap Obsessive Compulsive Buying. Selain itu, Harmonious Brand Passion dan Obsessive Brand Passion secara simultan berpengaruh signifikan terhadap Obsessive Compulsive Buying. Temuan ini menunjukkan bahwa keterikatan terhadap Idola dapat memengaruhi perilaku pembelian kompulsif pada penggemar K-Pop.

Keywords


Harmonious Brand Passion, Obsessive Brand Passion, Obsessive Compulsive Buying

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DOI: https://doi.org/10.17509/ijdb.v5i4.100712

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