Umah Ardhila Putri, Zahratul and , Lelita Azaria Rahmadiva, S.I.Kom., M.Sc. (2025) Pengaruh Fanatisme Dan Media Sosial Terhadap Perilaku Konsumtif Penggemar K-Pop Di Akun Instagram @Seputar.aespa. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
In the digital era, social media plays a crucial role in shaping consumer behavior, particularly among fans of popular culture such as K-Pop. This study aims to analyze the influence of fanaticism and social media usage on the consumptive behavior of K-Pop fans, using the Instagram account @seputar.aespa as a case study. The research employs a quantitative approach with a correlational design to examine the relationships between variables. Data were collected from 264 respondents who are active followers of the account, using purposive sampling techniques. The data were analyzed using multiple linear regression to assess the effect of each independent variable on the dependent variable. The results indicate that both fanaticism and social media usage have a positive and significant influence on fans’ consumptive behavior, with fanaticism exerting a more dominant effect than social media usage. These findings reveal that emotional attachment to idols serves as the main factor driving consumptive decisions, while social media reinforces this tendency through repeated exposure to visual content and digital interactions. This phenomenon emphasizes that K- Pop fans’ consumptive behavior is not merely economic but also represents a symbolic and psychological expression in the pursuit of meaning and personal satisfaction within the digital space. The study’s implications highlight the importance of media literacy and financial awareness among young fans so that consumptive behavior can be managed wisely. Furthermore, the results can serve as a reference for the entertainment industry and digital marketers in designing ethical, responsible, and sustainable communication strategies.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | K-Pop fanaticism, social media, consumptive behavior, Instagram, digital culture |
| Subjects: | H Social Sciences > HE Communications |
| Divisions: | Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi |
| Depositing User: | ZAHRATUL UMAH A.P |
| Date Deposited: | 10 Dec 2025 08:00 |
| Last Modified: | 10 Dec 2025 08:00 |
| URI: | http://eprints.ums.ac.id/id/eprint/139876 |
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