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All Journal Journal of Accounting and Management Innovation JURAKUNMAN (JURNAL AKUNTANSI DAN MANAJEMEN) Journal of Accounting and Management Innovation Jurnal Manajemen dan Pemasaran Jasa Proceeding National Conference Business, Management, and Accounting (NCBMA) Jurnal Publikasi Ilmu Manajemen Anggaran: Jurnal Publikasi Ekonomi dan Akuntansi
juniarty tiarmida siahaan
Faculty Of Economic And Business, University Of Pelita Harapan
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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The Fandom-to-Consumption Journey: Parasocial Interaction, Celebrity Worship, and K-Beauty Intentions among Indonesian K-Pop Fans Myeong Hun Jeong; Juniarty Juniarty
Jurnal Publikasi Ilmu Manajemen Vol. 5 No. 1 (2026): Jurnal Publikasi Ilmu Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupiman.v5i1.7122

Abstract

This study examines how audience involvement and parasocial interaction with K-pop idols relate to celebrity worship, K-Beauty purchase intention, and intention to visit Korea among Indonesian K-pop fans. A cross-sectional survey collected 200 valid responses through social media recruitment. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). Sixteen of the 19 hypothesized relationships were supported. Behavioral involvement, emotional involvement, and referential reflection were positively associated with parasocial interaction, which was associated with all three dimensions of celebrity worship, most strongly with intense-personal attachment. Intense-personal celebrity worship was associated with K-Beauty brand awareness, perceived product quality, and purchase intention. In contrast, entertainment-social and borderline-pathological worship were not directly associated with purchase intention. Brand awareness and perceived product quality were associated with purchase intention, while perceived product quality was also associated with intention to visit Korea. These findings suggest that K-Beauty marketers should consider both idol attachment and product evaluation, whereas tourism promoters should address travel interest as a distinct decision.
From Fandom to Purchase Intention: The Role of Parasocial Relationship, Celebrity Admiration, and Fan Identification in Korean Celebrity Influence Vicky Immanuela Sumangando; Juniarty Juniarty
Anggaran : Jurnal Publikasi Ekonomi dan Akuntansi Vol. 4 No. 3 (2026): September : Anggaran : Jurnal Publikasi Ekonomi dan Akuntansi
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/anggaran.v4i3.2629

Abstract

The global expansion of the Korean Wave (Hallyu) has increased the use of Korean celebrities in K-Beauty marketing, yet the pathway from fandom involvement to purchase intention remains unclear. This study examines a sequential model linking audience involvement, parasocial relationship, celebrity admiration, brand awareness, perceived product quality, fan identification, and purchase intention among Indonesian consumers. A quantitative cross-sectional survey involved 133 respondents aged 17 years or older who had followed Korean celebrities for at least six months and encountered celebrity-endorsed products. Data were analyzed using PLS-SEM with SmartPLS 4 through a disjoint two-stage approach. The measurement model met reliability and validity criteria after refinement. Five of seven hypotheses were supported. Audience involvement positively influenced celebrity admiration and parasocial relationship; celebrity admiration influenced brand awareness; brand awareness influenced perceived product quality; and perceived product quality influenced purchase intention. Parasocial relationship did not significantly influence celebrity admiration, while fan identification did not significantly moderate the admiration–brand awareness relationship. The model explained 39.3% of purchase intention variance. The findings highlight brand awareness and perceived product quality as key mechanisms linking celebrity-based fandom engagement to purchase intention.
Instagram Advertising Value as a Driver of Behavioral Intentions toward Healthy Food Products: The Mediating Role of Customer Experience and Healthy Eating Value Dominic Wong; Juniarty Juniarty
Anggaran : Jurnal Publikasi Ekonomi dan Akuntansi Vol. 4 No. 1 (2026): Maret : Anggaran : Jurnal Publikasi Ekonomi dan Akuntansi
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/anggaran.v4i1.2652

Abstract

This study examines how social media advertising stimuli shape advertising value, customer experience, healthy-eating values, attitude, and behavioral intentions in Indonesia. Grounded in the Stimulus-Organism-Response framework, the model tests 13 hypotheses comprising 18 structural paths. A quantitative cross-sectional online survey collected data through purposive sampling from January to July 2026. Of 455 responses, 400 were analyzed using partial least squares structural equation modeling in SmartPLS 4. The findings support 15 of the 18 paths. Informativeness was the strongest determinant of advertising value, followed by incentives, entertainment, credibility, and perceived personalization, whereas irritation had a negative effect. Advertising value improved customer experience, which enhanced utilitarian and hedonic healthy-eating values, attitude, and consumption intention. Both healthy-eating values strengthened attitude, while attitude increased interaction and consumption intentions. However, customer experience did not predict purchase intention, attitude did not influence purchase intention, and consumption intention did not translate into purchase intention. The respondent profile helps explain this pattern: most participants were young, urban, frequent Instagram users, while promotions attracted the greatest attention and long or non-skippable advertisements created the most irritation. The low explained variance in purchase intention indicates that favorable advertising responses are insufficient to generate transactions. Price, affordability, product availability, trust, perceived risk, and behavioral control may be required to bridge this gap. The study extends advertising-value and S-O-R research by positioning customer experience as a mechanism connecting advertising evaluation with healthy-eating responses. Practically, healthy-food marketers should combine credible information and incentives with transparent prices, accessible purchasing channels, and low-friction conversion mechanisms.
Co-Authors Anggiat B. Sitorus Aprilia Putriyane Delicia Vanessa Delius Widianata Dominic Wong Eric D. Saputra Mohammad Rafi Arya Dwi Putra Myeong Hun Jeong Rosni Rosni Timothy Malvin Sanjaya Vania Pacifika Wajong Vicky Immanuela Sumangando Warren A. Setyabudi Yokie Radnan Kristiyono