Hubungan Antara Gaya Hidup Hedonis Dan Fanatisme K-Pop Dengan Perilaku Konsumtif Pada Fans K-pop

Social media has a significant impact on the growth of K-pop, particularly in Indonesia. Various entertaining contents attract K-pop fans interest and attention to consume K-pop products related to their idols. Continuous consumption by K-pop fans encourages the emergence of consumptive behavior influenced by the hedonistic lifestyle and fanaticism of K-pop fans. The objective of this research was to investigate the relationship between a hedonic lifestyle and K-pop fanaticism with consumptive behavior among K-pop fans. This research was conducted on followers of the @caratstalk fanbase on twitter. A total of 210 respondents with criteria aged 18-25 years, followers of the @caratstalk fanbase account, have participated in K-pop events or made purchases of goods related to K-pop were selected using the purposive sampling technique. This study used a correlational quantitative approach with data collection methods which were a consumptive behavior scale, a hedonic lifestyle scale, and a fanaticism scale. Furthermore, multiple regression analysis was used as the data analysis method. The researcher found that there was F = 52.657 with a significance of 0.000 which means that there is a significant relationship between hedonic lifestyle and fanaticism with consumptive behavior. In addition, the results also obtained a significant relationship between hedonic lifestyle and consumptive behavior with a value of r = 0.581 and a significance of 0.000. There is a significant relationship between fanaticism and consumptive behavior with a value of r = 0.275 and a significance of 0.000. The hedonic lifestyle and fanaticism of consumptive behavior are 33.7%, while the other 66.3% are influenced by other factors that do not affect the researcher. Related to the results of this study, an effort is needed for K-pop fans in order to control their hedonistic lifestyle and fanaticism towards the idol so that the consumptive behavior of K-pop fans does not become high