Peran Celebrity Worship dalam Hubungan Self Esteem dan Compulsive Buying

Abstract. The phenomenon of the Korean wave (hallyu), which has increasingly developed in Indonesia, has encouraged various behaviors among K-Pop fans, one of which is compulsive buying. Compulsive buying is a repetitive shopping behavior driven by anxiety. Factor influencing compulsive buying include low self esteem and the level of celebrity worship. This study aims to examine the role of celebrity worship in the relationship between self esteem and compulsive buying among K-Pop fans. This research employed a quantitative correlational approach with a convenience sampling technique. A total of 409 respondents were selected according the criteria through an online questionnaire distributed via google form. The instruments used in this study were Rosenberg Sel Esteem Scale (RSES), the Celebrity Attitude Scale (CAS), and the Edwards Compulsive Buying Scale (ECBS). Data were analyzed using Path Analysis with the assistance of M-Plus. The results showed a significant negative relaitionship between self esteem and compulsive buying (β = -.237, p-value = .001). Furthermore, celebrity worship was found to be a significant mediator in the relationship between self esteem and compulsive buying through the intense personal dimension (β= -.293, p-value= <.001). These findings indicate that compulsive buying among K-Pop fans is influenced by low self esteem and the level of celebrity worship experienced by individuals. Abstrak. Fenomena Korean wave (hallyu) yang semakin berkembang di Indonesia mendorong perilaku penggemar K-Pop, salah satunya compulsive buying. Compulsive buying adalah perilaku belanja yang dilakukan secara berulang yang didorong oleh kecemasan. Faktor yang mempengaruhi compulsive buying diantaranya adalah rendahnya self esteem serta tingkat celebrity worship. Penelitian ini bertujuan untuk mengetahui peran celebrity worship dalam hubungan self esteem dan compulsive buying pada penggemar K-Pop. Penelitian ini menggunakan pendekatan kuantitatif korelasional dengan teknik sampling convenience sampling. Responden berjumlah 409 orang yang dipilih sesuai kriteria melalui penyebaran kuisoner melalui google form. Instrumen penlitian meliputi Rosenberg Self Esteem Scale (RSES), Celebrity Attitude Scale (CAS), dan Edward Compulsive Buying Scale (ECBS). Analisis data dilakukan dengan Path Analysis menggunakan bantuan M-Plus. Hasil penelitian menunjukkan adanya hubungan negatif signifikan antara self esteem dan compulsive buying (β = -.237 dan p-value = .001). Selain itu, celebrity worship berperan sebagai mediator signifikan dalam hubungan self esteem dengan compulsive buying melalui dmensi intense personal (β = -.293 dan p-value = <.001).  Temuan ini menunjukkan bahwa compulsive buying pada penggemar K-Pop dipengaruhi oleh rendahnya self esteem dan tingkat celebrity worship yang dialami individu.