Celebrity Worship Dan Materialism Serta Pengaruhnya Terhadap Compulsive Buying Merchandise Pada Generasi Milenial Di Purwakarta

Ade Nurhayati Kusumadewi (STIE Dr. KH EZ Muttaqien)
Ropi Marlina (Manajemen, STIE DR. KHEZ Muttaqien , Indonesia)
Amna Mawardi (Manajemen, STIE DR. KHEZ Muttaqien , Indonesia)
Azizah Tu’sadiyah (Manajemen, STIE DR. KHEZ Muttaqien , Indonesia)

EQIEN - JURNAL EKONOMI DAN BISNIS
Vol 12 No 04 (2023): Eqien Journal Of Economics and Business

This study aims to determine the effect of Celebrity Worship and Materialism on Compulsive Buying Merchandise in the Millennial Generation in Purwakarta. The research method used is descriptive quantitative. The population of this study is the Millennial Generation in Purwakarta whose number is known by using a sampling technique, namely incidental sampling of 100 respondents. Methods of data collection using a questionnaire. The data analysis method used is instrument test, classic assumption test and hypothesis testing using SPSS version 25. The results of this study indicate that partially Celebrity Worship has a positive and significant effect on Compulsive Buying Merchandise in the Millennial Generation in Purwakarta, Materialism has a positive and significant effect on Compulsive Buying Merchandise in the Millennial Generation in Purwakarta. and simultaneously celebrity worship and materialism have a positive and significant effect on Compulsive Buying Merchandise in the Millennial Generation in Purwakarta Keywords: Celebrity Worship, Materialism, Compulsive Buying