Lomba Konferensi Nasional Uhamka 2025

Summary

This presentation explores the relationship between celebrity worship and consumer behavior among K-pop fans on Twitter. The study highlights how emotional attachment to celebrities can drive impulsive, wasteful, and non-rational buying behaviors, especially through social media platforms. The research, based on a quantitative approach with 204 respondents, shows a significant positive correlation between celebrity worship and consumerism. The findings indicate that fans of specific K-pop groups exhibit varying levels of consumer behavior, with those following popular fandoms like BTS and EXO showing higher tendencies for emotional purchasing, while others displayed lower levels of celebrity worship and consumption.

Takeaways

• 😀 The presenter introduces themselves as Sani Amanda Putri from Universitas Muhammadiyah Sidarjo and outlines their research on the relationship between celebrity worship and consumptive behavior in K-pop fans on Twitter.
• 😀 The research focuses on the growing phenomenon of 'foreign wife' or 'hau', where K-pop fans, especially teenagers, become highly emotionally involved with idols and their merchandise, leading to consumptive behaviors.
• 😀 Social media platforms like Twitter provide a space for fans to interact and engage in the buying and selling of merchandise, where emotional connections with idols drive the purchases.
• 😀 Celebrity worship refers to an obsessive emotional attachment to celebrities, which can lead to impulsive buying and other irrational consumption behaviors.
• 😀 The study uses a quantitative method with a correlational approach, surveying 204 teenage respondents who are K-pop fans on Twitter, using non-probability sampling and accidental sampling techniques.
• 😀 The research findings suggest a positive correlation between celebrity worship and consumptive behavior, with a correlation value of 0.756 and a significance level of 0.001.
• 😀 The study categorizes respondents into age groups based on Erik Erikson's psychosocial development theory, with most respondents being 19 to 21 years old, predominantly female (94%).
• 😀 The study explores the education levels of respondents, showing that 67% were pursuing higher education (S1), with others in high school (18%), vocational school (10%), and junior high school (5%).
• 😀 The categorization of consumptive behavior shows that respondents in fandoms like EXO, BTS, NCT, and Blackpink exhibit medium levels of consumptive behavior, while those in lesser-known fandoms display lower levels of consumption.
• 😀 The research concludes that celebrity worship and consumptive behavior are positively correlated in K-pop fans on Twitter, with higher levels of worship leading to more impulsive and non-rational buying behaviors.

Q & A

What is the main objective of the research study presented?

The main objective of the research is to examine the relationship between celebrity worship and consumptive behavior among teenage K-pop fans on Twitter.

What is 'celebrity worship' as discussed in the study?

Celebrity worship refers to an emotional attachment, sometimes obsessive, towards celebrities, which can lead to consumptive behavior, such as purchasing merchandise or attending concerts.

How does social media play a role in the research findings?

Social media, particularly Twitter, serves as a platform for fan communities to interact, purchase merchandise, and express their emotional attachment to idols, which influences their consumer behavior.

What research method was used in the study?

The study used a quantitative research method with a correlational approach to analyze the relationship between celebrity worship and consumptive behavior.

How many respondents participated in the study, and what was their demographic?

The study included 204 respondents, primarily teenagers, with 94% being female and 6% male. The majority were university students (67%), followed by high school (18%) and vocational school students (10%).

What were the key findings of the hypothesis testing in the study?

The hypothesis was confirmed, showing a positive relationship between celebrity worship and consumptive behavior. The correlation coefficient was 0.756 with a significance value of 0.001, indicating a strong relationship.

How did the study categorize consumptive behavior among the respondents?

The study categorized consumptive behavior as 'medium' for most respondents, with specific fan groups like EXO, BTS, and Blackpink showing medium levels, while others like Tracer and Strackage had lower levels of consumptive behavior.

What role do fan communities play in shaping consumer behavior?

Fan communities on social media platforms like Twitter encourage high levels of emotional involvement, which often results in fans purchasing products like merchandise or albums, driven by emotional attachment rather than necessity.

What demographic group dominated the study's respondents?

The study was dominated by female respondents, with 122 out of 204 participants being women (94%) and 12 being men (6%).

How does the study contribute to understanding adolescent behavior in social media?

The study provides insight into how adolescents, particularly K-pop fans, are influenced by their emotional connections to celebrities, affecting their consumption patterns and behavior on social media platforms like Twitter.