Pengaruh Celebrity Worship terhadap Agresi Verbal Penggemar JKT48 Usia Dewasa Awal

Abstract. Globalization has brought foreign cultures to Indonesia, including Japanese culture through J-Pop. JKT48, sister group of AKB48, is famous for “idols you can meet” concept, which allows fans to interact directly with group members and has successfully attracted the attention of Indonesian society with diverse music genres. The love fans have can drive them to perform various actions for their idols, such as aggressive behavior. Celebrity worship, which is excessive worship of celebrities, can trigger verbal aggression behaviors like insults and harsh comments if fans feel their idols are attacked or treated unfairly. This excessive worship of celebrities has the potential to trigger verbal aggression behavior on social media among fans, which can disrupt social relationships and individual well-being. There are still inconsistencies in the results of previous studies. The purpose of this study is to determine the influence of celebrity worship on verbal aggression among early adulthood JKT48 fans in Bandung. The method used is quantitative approach. The research sample involved 192 respondents selected by purposive sampling. The research instruments include verbal aggression scale questionnaire (The Aggression Scale) adapted by Eliani et al. (2018) and celebrity worship scale (Celebrity Attitude Scale) adapted by Afifah (2022). Data analysis was performed using simple linear regression to test the influence of the independent variable on the dependent variable. The results showed a positive influence of celebrity worship on verbal aggression among early adulthood JKT48 fans in Bandung. The contribution of celebrity worship to verbal aggression among early adulthood JKT48 fans in Bandung is 30%, with 70% influenced by other variables. Abstrak. Globalisasi telah membawa budaya asing ke Indonesia, termasuk Budaya Jepang melalui J-Pop. JKT48, sister group AKB48, terkenal dengan konsep “idols you can meet” yang memungkinkan penggemar berinteraksi langsung dengan anggota grup dan telah berhasil menarik perhatian masyarakat Indonesia dengan genre musik beragam. Rasa cinta yang dimiliki dapat mendorong penggemar untuk melakukan berbagai tindakan demi idolanya, seperti berperilaku agresif. Celebrity worship, yaitu pemujaan berlebihan terhadap selebriti dapat memicu perilaku agresi verbal seperti hinaan dan komentar kasar jika penggemar merasa idola mereka diserang atau diperlakukan tidak adil. Pemujaan berlebihan terhadap selebriti ini berpotensi memicu perilaku agresi verbal di media sosial pada kalangan penggemar yang dapat menganggu hubungan sosial maupun kesejahteraan individu. Masih juga terdapat inkonsistensi dari hasil penelitian yang telah dilakukan sebelumnya. Tujuan penelitian ini yaitu untuk mengetahui pengaruh celebrity worship terhadap agresi verbal penggemar JKT48 usia dewasa awal Bandung. Metode yang digunakan adalah pendekatan kuantitatif. Sampel penelitian melibatkan 192 responden yang dipilih dengan purposive sampling. Instrumen penelitian mencakup kuesioner skala agresi verbal (The Aggression Scale) yang diadaptasi Eliani et al. (2018) dan skala celebrity worship (Celebrity Attitude Scale) yang diadaptasi Afifah (2022). Analisis data dilakukan menggunakan regresi linear sederhana yang akan menguji pengaruh variabel independen terhadap variabel dependen. Hasil penelitian menunjukkan adanya pengaruh positif celebrity worship terhadap agresi verbal pada penggemar JKT48 usia dewasa awal Bandung. Kontribusi celebrity worship terhadap agresi verbal penggemar JKT48 usia dewasa awal Bandung sebesar 30%, dan 70% dipengaruhi oleh variabel lain.