PENGARUH CELEBRITY WORSHIP DAN LITERASI KEUANGAN TERHADAP PERILAKU PEMBELIAN IMPULSIF KOMPULSIF PRODUK K- POP: DENGAN PENGENDALIAN DIRI DAN RELIGIUSITAS SEBAGAI VARIABEL MODERASI

This research is a research related to finance. The discussion is aimed at the theme of celebrity worship and financial literacy for K-Pop fans. It is known that the K-Pop phenomenon is increasingly global and well-known in the music industry, especially among teenagers and adults, so that K-Pop fans have various ways to express their love for their idols and make some fans unable to control their purchasing activities without even thinking about the risks to their condition. his finances. The data collected is sourced from primary data collected through distributing online questionnaires via Google forms to K-Pop fans who own or have purchased K-Pop products. The method used is Partial Least Square- Structural Equation Modeling (PLS-SEM). The time of the research was carried out from March - July 2023. The results of the study showed that several variables had a significant effect on the impulsive and compulsive buying behavior of K-Pop products such as celebrity worship and financial literacy. Meanwhile, the two moderating variables, namely self- control and religiosity, cannot moderate the effect of celebrity worship on the impulsive and compulsive buying behavior of K-Pop products.

Keyword: celebrity worship, impulsif buying, compulsif buying