<![CDATA[Abstract Fanaticism towards brands, characters or products often drives impulsive buying, where purchasing decisions are driven more by emotions and social existence rather than rational needs. This behavior often aims to show loyalty, increase self-pride, or strengthen social identity, but risks causing financial problems and regret if uncontrolled. This research aims to determine the relationship between fanaticism and impulsive purchases of merchandise among NCT K-Pop fans (NCTzen). From 3,111 Instagram followers, 250 participants aged 18-30 years were taken using Issac's table. With a quantitative approach and product moment analysis using SPSS 16. The results of this research show a significant positive relationship between fanaticism and impulsive buying. As a result, the higher the level of fanaticism, the greater the likelihood of impulsive merchandise purchases. Keywords: Impulsive buying, fanaticism, K-Pop, NCT, merchandise Abstrak Fanatisme terhadap merek, tokoh, atau produk sering mendorong impulsive buying, di mana keputusan pembelian lebih didorong emosi dan keberadaan sosial daripada kebutuhan rasional. Perilaku ini sering bertujuan menunjukkan loyalitas, meningkatkan kebanggaan diri, atau memperkuat identitas sosial, namun berisiko menimbulkan masalah finansial dan penyesalan jika tidak terkendali. Penelitian ini bertujuan mengetahui hubungan antara fanatisme dengan pembelian impulsif merchandise pada penggemar K-Pop NCT (NCTzen). Dari 3.111 pengikut Instagram, diambil 250 partisipan berusia 18-30 tahun menggunakan tabel Issac. Dengan pendekatan kuantitatif dan analisis product moment menggunakan SPSS 16. Hasil penelitian ini menunjukkan hubungan positif signifikan antara fanatisme dan pembelian impulsif. Hasilnya, semakin tinggi tingkat fanatisme, semakin besar kemungkinan pembelian merchandise secara impulsif. Kata kunci: Impulsive buying, fanatisme, K-Pop, NCT, merchandise ]]>
