Pengaruh Gaya Hidup Hedonis, Celebrity Worship Dan Korean Wave Terhadap Keputusan Pembelian Album Fisik GOT7 (Studi Kasus Penggemar GOT7 Di Jawa Timur)

Abstract

Abstract

 

This study aims to examine the influence of hedonic lifestyle, celebrity worship, and the Korean wave on purchase decisions. The method used in this study is a quantitative approach. The population in this research consists of GOT7 fans in East Java. The sample size was established utilizing the Maholtra formula employing the purposive sampling technique, resulting in 70 respondents. Data was collected through the distribution of questionnaires to GOT7 fans in East Java using the Google Form platform. Data analysis in this research employs IBM SPSS version 25 for Windows. Based on the partial results of the study, it was found that hedonic lifestyle, celebrity worship, and the Korean wave collectively have a simultaneous influence on the purchase decision of GOT7 albums. Hedonic lifestyle significantly influences the purchase decision, celebrity worship does not affect the purchase decision, and the Korean wave influences the purchase decision.

 

Keywords: Hedonic Lifestyle, Celebrity Worship, Korean Wave, and Purchase Decisions.