HUBUNGAN ANTARA CELEBRITY WORSHIP DENGAN PERILAKU KONSUMTIF PADA KOMUNITAS FANS JKT48 MARSHAOSHI - Syuhada, Dva Alqil; Budiani, Meita Santi (PAEDAGOGY : Jurnal Ilmu Pendidikan dan Psikologi, 2025)
The advancement of technology and information has driven the emergence of consumptive behavior in society, including among fans of the idol group JKT48. One of the factors that may influence such behavior is celebrity worship, which refers to an individual's emotional attachment to a celebrity. The MarshaOshi community, as part of the JKT48 fanbase, shows strong indications of high consumptive behavior. This study aims to examine the relationship between celebrity worship and consumptive behavior within the MarshaOshi community. A quantitative correlational approach was employed with a convenience sampling technique. The sample consisted of 116 members of the MarshaOshi community, selected based on their active involvement with Marsha JKT48. The research instrument used a four-point Likert scale developed based on the aspects of celebrity worship. Data were analyzed using Spearman correlation with the assistance of SPSS 27.0. The results revealed a positive and significant relationship between celebrity worship and consumptive behavior (r = 0,938 ; p = 0,00). The higher the level of celebrity worship, the greater the tendency toward consumptive behavior. These findings are expected to serve as a foundation for educating fans to support their idols wisely without placing a burden on their personal finances. ABSTRAKPerkembangan teknologi dan informasi mendorong munculnya perilaku konsumtif dalam masyarakat, termasuk di kalangan penggemar idol grup JKT48. Salah satu faktor yang dapat memengaruhi perilaku konsumtif tersebut adalah celebrity worship, yakni keterikatan emosional individu terhadap selebriti. Komunitas MarshaOshi sebagai bagian dari fans JKT48 menunjukkan gejala perilaku konsumtif yang tinggi. Penelitian ini bertujuan untuk mengetahui hubungan antara celebrity worship dengan perilaku konsumtif pada komunitas MarshaOshi. Penelitian ini menggunakan pendekatan kuantitatif korelasional dengan teknik convenience sampling. Sampel terdiri dari 116 anggota komunitas MarshaOshi, yang dipilih berdasarkan keterlibatan aktif terhadap Marsha JKT48. Instrumen penelitian berupa skala likert empat poin yang disusun berdasarkan aspek celebrity worship. Analisis data menggunakan uji korelasi Spearman dengan bantuan SPSS 27.0. Hasil penelitian menunjukkan adanya hubungan yang positif dan signifikan antara celebrity worship dan perilaku konsumtif (r = 0,938 ; p = 0,00). Semakin tinggi tingkat celebrity worship, semakin tinggi pula kecenderungan untuk berperilaku konsumtif. Temuan ini diharapkan dapat menjadi dasar edukasi penggemar agar mendukung idolanya secara bijak tanpa membebani finansial pribadi.