Published date: Jan 24 2024

Journal Title: KnE Social Sciences

Issue title: The 6th International Research Conference on Economics and Business (6th IRCEB)

Pages: 608–627

DOI: 10.18502/kss.v9i4.15105

Anisya Djasmin ZaylendraDepartment of Manajement, Faculty of Economics, Merdeka University Pasuruan Indonesia

Dyajeng Puteri Woro Subagiodyajeng@unmerpas.ac.idDepartment of Manajement, Faculty of Economics, Merdeka University Pasuruan Indonesia

Agnes Ratna PudyaningsihDepartment of Manajement, Faculty of Economics, Merdeka University Pasuruan Indonesia

The Korean wave phenomenon that is sweeping the world is slowly starting to have an economic impact, the presence of a music group consisting of young people with attractive appearances is the biggest driving factor causing the Korean wave phenomenon to spread, including the currently worldwide boyband BTS. This study aims to determine the role of brand attractiveness in impulse buying with celebrity worship as a mediating variable for purchasing official BTS merchandise in East Java. The sample in this study was 96 respondents with a sampling technique using purposive proportional random sampling with the criteria of consumers who bought BTS. BTS official merch fans commonly called ARMY fans who were in the East Java area and for private ownership. The results of this study indicate that brand attractiveness has a significant effect on impulse buying. Brand attractiveness has a significant effect on celebrity worship. Celebrity worship has a significant effect on impulse buying. Celebrity worship partially mediates brand attractiveness and impluse buying.

Keywords: brand attractiveness, impulse buying, celebrity worship

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