Discussion and Implication

Oct 13, 2025 by talynt.org 38 views

Introduction

In today's fast-paced technological era, access to outside culture has become easier and faster than ever. One of the cultural phenomena that has taken the world by storm, especially in Indonesia, is K-Pop. K-Pop music is not only an entertainment, but has also formed a global community that has created new values and trends that are widely followed, especially by teenagers. K-Pop fans, or often called K-Popers, often show the habit of buying merchandise from their favorite idols, both from the boy band and girl band. This habit is closely related to the concept of impulsive purchase, where the act of buying an item appears suddenly and without clear planning. Various factors, both social and emotional, influence this impulsive purchasing behavior.

Background of the Study

K-Pop has become a global phenomenon, with a massive following in Indonesia and other parts of the world. The music and culture of K-Pop have created a sense of community among fans, who often share a strong emotional connection with their favorite idols. This emotional connection can lead to impulsive purchasing behavior, where fans buy merchandise without careful consideration. The concept of impulsive purchase is a significant area of study in marketing and consumer behavior, as it can have a significant impact on sales and revenue.

Research Methodology

This study aims to investigate the effect of emotional purchase motives on impulsive purchases among K-Popers. The research method used is quantitative, collecting data through Google Forms distributed to 100 respondents. Likert scale is used to measure two main variables: Emotional purchase motif scale and impulsive purchase scale. The statistical analysis applied is a simple linear regression method to find out the extent of the influence of the two variables.

Data Analysis and Results

The results showed a positive influence between emotional purchase motives on impulsive purchases among K-Popers. This finding revealed that emotional motives contributed around 28.7% of customer satisfaction. This shows that the stronger the emotional motive felt, the higher the possibility of someone to make impulsive purchases. In addition, data analysis shows that both impulsive purchases and emotional purchase motives are at a high level among K-Popers.

Discussion and Implication

The implication of this study highlights the importance of understanding how emotional aspects in buying behavior can influence consumer decisions, especially in the entertainment sector and K-Pop merchandise. By understanding these factors, marketers can develop more effective strategies to attract interest and influence the purchasing behavior of young consumers. This study also provides deeper insight into how emotional values can be integrated in marketing campaigns that are more focused on experience and emotional connections with target audiences.

Conclusion

Overall, the results of this study expand knowledge about the impact of emotional purchasing motives on impulsive purchasing behavior among K-Popers and provide direction for further research in the context of consumer behavior in the entertainment industry. The study highlights the importance of understanding the emotional aspects of buying behavior and how it can influence consumer decisions. By understanding these factors, marketers can develop more effective strategies to attract interest and influence the purchasing behavior of young consumers.

Recommendations for Future Research

This study provides a foundation for further research in the context of consumer behavior in the entertainment industry. Future studies can explore the following areas:

Investigating the impact of social media on impulsive purchasing behavior among K-Popers
Examining the role of emotional values in marketing campaigns for K-Pop merchandise
Analyzing the relationship between emotional purchase motives and customer satisfaction among K-Popers

Limitations of the Study

This study has several limitations that should be noted:

The sample size is relatively small, with only 100 respondents
The study only focuses on K-Popers and does not generalize to other fan groups
The study only examines the impact of emotional purchase motives on impulsive purchasing behavior and does not explore other factors that may influence consumer decisions

Conclusion

In conclusion, this study provides a comprehensive understanding of the impact of emotional purchasing motives on impulsive purchasing behavior among K-Popers. The study highlights the importance of understanding the emotional aspects of buying behavior and how it can influence consumer decisions. By understanding these factors, marketers can develop more effective strategies to attract interest and influence the purchasing behavior of young consumers.

Q: What is the main objective of this study?

A: The main objective of this study is to investigate the effect of emotional purchase motives on impulsive purchases among K-Popers.

Q: What is the research method used in this study?

A: The research method used in this study is quantitative, collecting data through Google Forms distributed to 100 respondents. Likert scale is used to measure two main variables: Emotional purchase motif scale and impulsive purchase scale.

Q: What is the statistical analysis applied in this study?

A: The statistical analysis applied in this study is a simple linear regression method to find out the extent of the influence of the two variables.

Q: What are the results of this study?

A: The results showed a positive influence between emotional purchase motives on impulsive purchases among K-Popers. This finding revealed that emotional motives contributed around 28.7% of customer satisfaction.

Q: What are the implications of this study?

A: The implication of this study highlights the importance of understanding how emotional aspects in buying behavior can influence consumer decisions, especially in the entertainment sector and K-Pop merchandise.

Q: What are the recommendations for future research?

A: This study provides a foundation for further research in the context of consumer behavior in the entertainment industry. Future studies can explore the following areas:

Investigating the impact of social media on impulsive purchasing behavior among K-Popers
Examining the role of emotional values in marketing campaigns for K-Pop merchandise
Analyzing the relationship between emotional purchase motives and customer satisfaction among K-Popers

Q: What are the limitations of this study?

A: This study has several limitations that should be noted:

The sample size is relatively small, with only 100 respondents
The study only focuses on K-Popers and does not generalize to other fan groups
The study only examines the impact of emotional purchase motives on impulsive purchasing behavior and does not explore other factors that may influence consumer decisions

Q: What are the practical implications of this study?

A: The practical implications of this study are that marketers can develop more effective strategies to attract interest and influence the purchasing behavior of young consumers by understanding the emotional aspects of buying behavior.

Q: What are the theoretical implications of this study?

A: The theoretical implications of this study are that it provides a deeper understanding of the impact of emotional purchasing motives on impulsive purchasing behavior among K-Popers, which can be applied to other areas of consumer behavior research.

Q: What are the future directions of this research?

A: The future directions of this research are to explore the impact of social media on impulsive purchasing behavior among K-Popers, examine the role of emotional values in marketing campaigns for K-Pop merchandise, and analyze the relationship between emotional purchase motives and customer satisfaction among K-Popers.