Pengaruh Korean Brand Ambassador, Fanatisme, dan Fear of Missing Out (FOMO) terhadap Keputusan Pembelian Produk Kolaborasi K-pop

Jessica Novianti (Institut Teknologi dan Bisnis Asia Malang)
Lussia Mariesti Andriany (Institut Teknologi dan Bisnis Asia Malang)

Akuntansi: Jurnal Riset Ilmu Akuntansi
Vol. 5 No. 2 (2026): Juni: Jurnal Riset Ilmu Akuntansi

This study aims to analyze the influence of Korean brand ambassadors, fanaticism, and the Fear of Missing Out (FOMO) on purchasing decisions regarding K-pop collaboration products. A quantitative approach was adopted, utilizing a survey method involving 112 K-pop fans. Data were collected via Likert-scale questionnaires and analyzed using multiple linear regression with the aid of SPSS. The findings reveal that, individually, Korean brand ambassadors (t = 4.664; sig. 0.000), fanaticism (t = 4.287; sig. 0.000), and FOMO (t = 4.122; sig. 0.000) have a positive and significant impact on purchasing decisions. Simultaneously, the three variables also exert a significant influence (F = 16.933; sig. 0.000), with a coefficient of determination of 30.1%. These results indicate that marketing, emotional, and psychological factors play a crucial role in driving purchasing decisions for K-pop collaboration products.