HUBUNGAN CELEBRITY WORSHIP DENGAN PERILAKU COMPULSIVE BUYING REMAJA WANITA PENGGUNA INSTAGRAM

Adolescents with compulsive buying tend to shop without planning. One of the factors associated with compulsive buying behavior in adolescents is the emergence of celebrity Instagram, better known as “selebgram”. Adolescence is when they try new things and follow hip trends; hence they follow their idol’s Instagram accounts to follow the activities and lifestyle of their idol celebrities or celebrity worship behavior. The purpose of this study was to determine the relationship between celebrity worship and compulsive buying variables among female adolescents who are Instagram users. The method used in this research is quantitative. The sample of this research is 130 female adolescent users of Instagram who idolize celebrities. The instruments used in this research are the celebrity attitude scale and compulsive buying behavior. The Spearman correlation analysis showed a significant positive relationship between celebrity worship and compulsive buying (r = 0.270; p < 0.01). The findings mean that the higher score of the celebrity worship, the higher the compulsive buying, conversely the lower the celebrity worship, the lower the compulsive buying