Anteseden Keputusan Pembelian Irasional: Studi pada Penggemar K-Pop di Indonesia

Fatmala, Indra Ayu (2019) Anteseden Keputusan Pembelian Irasional: Studi pada Penggemar K-Pop di Indonesia. Jurnal thesis, STIE YKPN.

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South Korea’ music industry became a new trend these years. They can bring their music go international and known as K-Pop. Along with it, k-pop brought many cultures and one of them called fandom. Fandom is simply analogized as fansclub. Someone who joined fandom usually has an extraordinary commitment to their idols, it can trigger them to take irrational actions in various ways. This paper elaborated the influence of fanaticism and fandom on irrational buying decisions by K-Pop fans in Indonesia also prove that this research is opposed to classical economic theory that said everyone is usually rational when it comes to purchase decision. An questionnaire made to got a primary data from K-Pop fans in Indonesia. The results of this study show that the level of fanaticism and fandom community influencing irrational buying decisions even those who acknowledge it. This showed that the classic economical theory can not always be used by a researcher to develop their research about the consumers behaviour. Consumer behavior need a fresh concept that dynamic to catch up this new era.

Item Type: Thesis (Jurnal)
Additional Information: Tesis dapat dibaca di Perpustakaan dengan call number FAT a 415/2019
Uncontrolled Keywords: Irrational buying decisions, irrationality, fanaticism, fandom community, fandom, Korean pop, Korean culture
Divisions: Program Pasca Sarjana > Jurnal Tesis Magister Manajemen
Depositing User: Pustakawan STIE YKPN
Date Deposited: 19 Jun 2019 09:18
Last Modified: 03 Jul 2019 03:03

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