Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Akuntansi: Jurnal Riset Ilmu Akuntansi
Jessica Novianti
Institut Teknologi dan Bisnis Asia Malang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Korean Brand Ambassador, Fanatisme, dan Fear of Missing Out (FOMO) terhadap Keputusan Pembelian Produk Kolaborasi K-pop Jessica Novianti; Lussia Mariesti Andriany
Akuntansi Vol. 5 No. 2 (2026): Juni: Jurnal Riset Ilmu Akuntansi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/akuntansi.v5i2.3266

Abstract

This study aims to analyze the influence of Korean brand ambassadors, fanaticism, and the Fear of Missing Out (FOMO) on purchasing decisions regarding K-pop collaboration products. A quantitative approach was adopted, utilizing a survey method involving 112 K-pop fans. Data were collected via Likert-scale questionnaires and analyzed using multiple linear regression with the aid of SPSS. The findings reveal that, individually, Korean brand ambassadors (t = 4.664; sig. 0.000), fanaticism (t = 4.287; sig. 0.000), and FOMO (t = 4.122; sig. 0.000) have a positive and significant impact on purchasing decisions. Simultaneously, the three variables also exert a significant influence (F = 16.933; sig. 0.000), with a coefficient of determination of 30.1%. These results indicate that marketing, emotional, and psychological factors play a crucial role in driving purchasing decisions for K-pop collaboration products.
Co-Authors Lussia Mariesti Andriany