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All Journal Jurnal Ilmiah Wahana Pendidikan
Lolonto, Cynthia Dwi Cahyani
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Religion Education Social Sciences Other

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PENGARUH PERILAKU KONSUMEN TERHADAP MINAT BELI MERCHANDISE KPOP (Studi Pada Penggemar Kpop Di Kota Gorontalo) Lolonto, Cynthia Dwi Cahyani; Isa, Ramlan Amir; Abdussamad, Zulfia K
Jurnal Ilmiah Wahana Pendidikan Vol 10 No 1 (2024): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.10466095

Abstract

This research aimed to determine the influence of consumer behavior on the purchase interest of Kpop merchandise. This study was quantitative research. The population for this research consisted of Kpop fans in Gorontalo City. The sample size was 98 respondents. The research was measured using the slovin formula with a confidence level of 100%. Instrument testing involved validity and reliability assessments. The analysis technique employed was simple linier regression, and partial tests (t-tests) were used to the test the research hypotheses. The results of this research indicated that fans’ perception of consumer behavior has a positive influence on the purchase interest of Kpop merchandise. Consumer behavior towards Kpop merchandise is influenced by personal factors, where fans perceive Kpop merchandise as unique and cute items. This can be seen from the descriptive analysis of consumer behavior variables, with the highest average score being 4,31%. In this context, fans of Kpop merchandise believe that statements related to personal factors can echance their purchase interest in Kpop merchandise.
Co-Authors Isa, Ramlan Amir Zulfia K. Abdussamad