PENGARUH IDENTITY SIGNALING DAN FEAR OF MISSING OUT (FOMO) TERHADAP CONFORMITY CONSUMPTION BEHAVIOR PADA PENGGEMAR K-POP

Rahmi Fauziah, - (2023) PENGARUH IDENTITY SIGNALING DAN FEAR OF MISSING OUT (FOMO) TERHADAP CONFORMITY CONSUMPTION BEHAVIOR PADA PENGGEMAR K-POP. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini dilakukan dengan tujuan untuk melihat perilaku konsumsi yang didasari oleh konformitas kelompok pada penggemar K-Pop. Penelitian ini difokuskan pada pembelian beauty product Indonesia dengan brand ambassador idol K-Pop. Adapun metode yang digunakan dalam penelitian ini yaitu metode kuantitatif dengan sampel penggemar Idol K-Pop yang berjumlah 423 sampel. Untuk mengumpulkan data penelitian, peneliti menyusun instrumen alat ukur Identity Signaling dan memodifikasi alat ukur Consumer Susceptibility to Interpersonal Influence serta menggunakan Fear of Missing Out Scale (FoMOs). Data yang sudah dikumpulkan kemudian dianalisis menggunakan metode analisis regresi linier dan berganda. Hasil penelitian ini menunjukkan adanya pengaruh dari identity signaling terhadap conformity consumption behavior, adanya pengaruh dari fear of missing out terhadap conformity consumption behavior, dan secara bersamaan identity signaling dan fear of missing out memberikan pengaruh terhadap conformity consumption behavior. Tentunya temuan dari penelitian ini dapat memberikan kontribusi pada pemahaman terkait perilaku konsumsi yang didasari oleh konformitas suatu kelompok. Kata Kunci: Identity Signaling, Fear of Missing Out, Conformity Consumption Behavior, Beauty Product, Penggemar K-Pop This study was conducted to look at consumption behavior based on group conformity among K-Pop fans. This study is focused on purchasing Indonesian beauty products with K-Pop idol brand ambassadors. The method used in this study is a quantitative method with a sample of 423 K-Pop idol fans. To collect research data, researchers developed an Identity Signaling measuring instrument and modified the Consumer Susceptibility to Interpersonal Influence measuring instrument, and used the Fear of Missing Out Scale (FoMOs). The data that has been collected is then analyzed using linear and multiple regression analysis methods. The results of this study indicate that there is an influence of identity signaling on conformity consumption behavior, an influence of fear of missing out on conformity consumption behavior, and simultaneously identity signaling and fear of missing out influence conformity consumption behavior. Of course, the findings from this study can contribute to an understanding of consumption behavior that is based on a group's conformity. Keyword: Identity Signaling, Fear of Missing Out, Conformity Consumption Behavior, Beauty Product, K-Pop fans.

Item Type:	Thesis (S1)
Additional Information:	SINTA ID: 6042148 SINTA ID: 6722858
Uncontrolled Keywords:	Identity Signaling, Fear of Missing Out, Conformity Consumption Behavior, K-Pop Fans, Beauty Product
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HF Commerce
Divisions:	Fakultas Ilmu Pendidikan > Program Studi Psikologi
Depositing User:	Rahmi Fauziah
Date Deposited:	16 Sep 2023 12:22
Last Modified:	16 Sep 2023 12:22
URI:	http://repository.upi.edu/id/eprint/105056

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