Pengaruh Emotional Buying Motives terhadap Pembelian Impulsif Pada K-Popers

Abstract

Current technological developments make it easier for foreign cultures to be accepted in the everyday environment by being able to access information easily and quickly. Not only information can be spread through technology, but culture can also easily be spread throughout the world. One of them is the current Korean culture , namely the K pop music genre. It forms a new world, generates new values, and creates new trends to follow and demand. Teenage K Popers in Indonesia mostly have the habit of buying merchandise from their favorite idols or the boy and girl bands they like. It relates to impulse buying which is often associated with the feeling of wanting to buy an item that suddenly appears and is not planned. Of course, many factors influence impulse buying, including social and emotional factors. The purpose of this study is to examine the effect of emotional buying motives on impulse buying among K Ppoers. This research uses quantitative research methods. Data collection was carrie d out by distributing Google Forms to 100 people. The data collection method uses a Likert scale which consists of an emotional buy in motives scale and an impulse buying scale. The statistical analysis used is a simple linear regression method. The result s indicate a positive influence between emotional buying motives on impulsive purchases among K Popers. In addition, the results of this study also show that emotional buying motives affect customer satisfaction by 28.7%. It indicates that emotional buying motives increase impulse buying. The results show that impulsive buying and emotional buying motives are high. The implication is that this research can expand information about the effect of emotional buying motives on impulsive purchases among K Popers.