PENGARUH FANATISME DAN PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN MERCHANDISE KPOP (STUDI KASUS PADA KOMUNITAS PENGGEMAR GRUP KPOP SVT DI DKI JAKARTA)
This study aims to determine the effect of fanaticism and consumer behavior on purchase decisions for KPop merchandise (a case study on the fan community of K-Pop group SVT in DKI Jakarta). The research method used was a quantitative method. The population in this study was the SVT fan community. Sampling was done using non-probability sampling with purposive sampling method. The research sample consisted of 318 respondents who had bought K-Pop merchandise. The data analysis technique used was multiple linear regression analysis with the help of IBM Statistics 28 software. The results showed that Fanaticism has an influence of 25.4% on the Purchase Decision for K-Pop merchandise. Consumer Behavior has an influence of 25.2% on Purchase Decisions for K-Pop merchandise. Fanaticism and Consumer Behavior have a significant effect on Purchase Decisions for K-Pop merchandise. Simultaneously, Fanaticism and Consumer Behavior affect the variable of Purchase Decisions for K-Pop merchandise by 0.347 or 34.7%, with the remaining 65.3%explained by other variables not included in this study
