Artikel Ilmiah : C1B019002 a.n. NURASIYAH
| NIM | C1B019002 |
|---|---|
| Namamhs | NURASIYAH |
| Judul Artikel | PENGARUH HUBUNGAN PARASOSIAL TERHADAP PEMBELIAN IMPULSIF MELALUI EMOSI POSITIF YANG DIMODERASI OLEH SELF CONTROL (STUDI KASUS PADA ARMY DI INDONESIA ) |
| Abstrak (Bhs. Indonesia) | Penelitian ini bertujuan untuk menganalisis pengaruh hubungan parasosial terhadap pembelian impulsif penggemar BTS dengan mempertimbangkan emosi positif sebagai variabel mediasi dan selfcontrol sebagai variabel moderasi. Studi kasus dilakukan pada penggemar BTS (ARMY) di Indonesia yang telah membeli merchandise melalui aplikasi Weverse Shop. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling, melibatkan 178 responden yang diperoleh melalui kuesioner daring. Analisis data dilakukan dengan metode Structural Equation Modelling (SEM) berbasis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa hubungan parasosial berpengaruh positif dan signifikan terhadap emosi positif dan pembelian impulsif. Emosi positif terbukti berpengaruh signifikan terhadap pembelian impulsif serta memediasi hubungan antara hubungan parasosial dan pembelian impulsif. Namun, self-control tidak terbukti memoderasi hubungan emosi positif dengan pembelian impulsif. Temuan ini menegaskan relevansi teori Stimulus-Organism-Response (SOR) dalam menjelaskan bagaimana stimulus berupa kedekatan emosional dengan idola (parasosial) memunculkan respons berupa perilaku konsumsi impulsif. |
| Abtrak (Bhs. Inggris) | This study aims to analyze the influence of parasocial relationships on impulsive buying by BTS fans, considering positive emotions as a mediating variable and self-control as a moderating variable. The case study was conducted on BTS fans (ARMY) in Indonesia who have purchased merchandise through the Weverse Shop application. This study used a quantitative approach with a purposive sampling technique, involving 178 respondents obtained through an online questionnaire. Data analysis was conducted using the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS). The results showed that parasocial relationships have a positive and significant effect on positive emotions and impulsive buying. Positive emotions were shown to significantly influence impulsive buying and mediate the relationship between parasocial relationships and impulsive buying. However, self-control was not shown to moderate the relationship between positive emotions and impulsive buying. These findings confirm the relevance of the Stimulus-Organism-Response (SOR) theory in explaining how stimuli in the form of emotional closeness with idols (parasocials) elicit responses in the form of impulsive consumption behavior. |
| Kata kunci | Hubungan Parasosial, Emosi Positif, Pembelian Impulsif, Self-Control, BTS, Weverse Shop |
| Pembimbing 1 | Agus Suroso |
| Pembimbing 2 | Weni Novandari |
| Pembimbing 3 | Larisa Pradisti |
| Tahun | 2025 |
| Jumlah Halaman | 11 |
| Tgl. Entri | 2025-08-22 14:32:01.530868 |