Abstract:
This study aims to determine the effect of Celebrity Worship on compulsive
buying of merchandise, the effect of internet addiction on compulsive
buying of merchandise, the effect of Celebrity Worship and internet
addiction together on compulsive buying of BTS merchandise in Kuningan.
The research method used is a survey method with a quantitative approach
and descriptive analysis. The population in this study was 778 people and
the sample in this study was taken as many as 89 people from the results of
calculations using the Slovin technique. Meanwhile, to analyze the data
obtained; Analysis of Simple Correlation Coefficient, Simple Regression
Multiple Correlation Coefficient, Multiple Regression, Coefficient of
Determination, and Hypothesis Testing using Significance Test (t-test and
F-test).
The results of the F-test calculations obtained a value of tcount 9.9 > ttable
3.10 or, sig 0.000 <0.05, then the hypothesis is accepted, meaning that
there is an influence of celebrity worship on compulsive buying. This means
that if celebrity worship and internet addiction increase, compulsive buying
will also increase.
