THE EFFECT OF TEENAGERS’ MOTIVATION FOR FOLLOWING CELEBRITIES ON THE CONSUMPTIVE BEHAVIOR

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THE EFFECT OF TEENAGERS’ MOTIVATION FOR FOLLOWING CELEBRITIES ON THE CONSUMPTIVE

BEHAVIOR

FINAL THESIS

Submitted to the Faculty of Economics and Business In Order to Fulfill The Requirements

For Achieving Bachelor’s Degree in Economics

Written by:

STEVEN PERESIA CHRISTOVERY 212019517

FACULTY OF ECONOMICS AND BUSINESS SATYA WACANA CHRISTIAN UNIVERSITY

SALATIGA 2023

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Judul Kertas Kerja

Nama Mahasiswa NIM

Program Studi

The Effect of Teenagers ’ Motivation for Following Celebrities on The Consumptive Behavior

Steven Peresia Christovery 212019517

SI Manajemen (ICMAP)

Yenny Purwati, S.E., MBA., Ph.D Pembimbing

Mengesahkan

Dinyatakan Lulus Ujian Pada Tanggal 22 Februari 2023

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STATEMENT OF THESIS AUTHENTICITY

The undersigned below,

Name : Steven Peresia Christovery Student ID : 212019517

Study Program : International Management (ICMAP) Faculty of Economic and Business

Satya Wacana Christian University Salatiga

Declare truthfully that the final thesis:

Title : The Effect of Teenagers’ Motivation for Following Celebrities on The Consumptive Behavior

Supervisor : Yenny Purwati, SE., MBA., Ph.D.

Date Examined : 22 February 2023

is truly my work.

This working paper does not contain the whole or part of other people’s writings or ideas that I took by copying or imitating in the form as a series of sentences or symbols which I pretend to be my own writing without giving acknowledgment to the original author.

If it is later proven that I have been copying or imitating other people’s writings as if it were my own my thoughts, I am willing to accept sanctions in accordance with the applicable regulations at the Faculty of Economics and Business, Satya Wacana Christian University, including the revocation of my bachelor’s degree.

Salatiga, 13 February 2023

Steven Peresia Christovery

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ABSTRACT

The purpose of this research is to investigate the teenagers’ motivation for following celebrities on the consumptive behavior, as well as the role that parasocial interaction plays as a moderating variable and the role that social identity plays as a mediating variable in this relationship. The study took a quantitative approach and the data was gathered through an online survey. A total of 120 respondents were chosen using a purposive sampling technique for this research. Teenagers (15-17 years old) who are fans and Instagram followers of NCT Dream are eligible to participate in this survey.

The online survey results were analyzed using Moderated Regression Analysis (MRA) and Hayes model 4. The findings demonstrated that the motivation of teenagers to follow celebrities has significant effects on both social identities and consumptive behavior. In addition, the results of the MRA study show that the moderation effect of parasocial interaction strengthens the effect of teenagers’ motivation to follow celebrities on consumptive behavior. Furthermore, Hayes model 4 demonstrates that social identity mediates the effect of teenagers' motivation to follow celebrities on consumptive behavior.

Keywords: motivation, parasocial interaction, social identity, consumptive behavior

ABSTRAK

Tujuan dari penelitian ini adalah untuk menyelidiki motivasi remaja untuk mengikuti selebriti pada perilaku konsumtif, serta peran interaksi parasosial sebagai variabel moderasi dan peran identitas sosial sebagai variabel mediasi dalam hubungan ini. Studi ini mengambil pendekatan kuantitatif dan data dikumpulkan melalui survei online.

Sebanyak 120 responden dipilih dengan menggunakan teknik purposive sampling untuk penelitian ini. Remaja (15-17 tahun) yang merupakan penggemar dan pengikut Instagram NCT Dream berhak untuk berpartisipasi dalam survei ini. Hasil dari survei online dianalisis menggunakan Moderated Regression Analysis (MRA) dan Hayes model 4. Hasil penelitian menunjukkan bahwa motivasi remaja untuk mengikuti selebriti berpengaruh signifikan terhadap identitas sosial dan perilaku konsumtif.

Selain itu, hasil analisis MRA menunjukkan bahwa efek moderasi interaksi parasosial memperkuat pengaruh motivasi remaja mengikuti selebriti terhadap perilaku konsumtif. Selanjutnya, Hayes model 4 menunjukkan bahwa identitas sosial memediasi pengaruh motivasi remaja mengikuti selebriti terhadap perilaku konsumtif.

Kata kunci: motivasi, interaksi parasosial, identitas sosial, perilaku konsumtif

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FOREWORD

Parasocial interaction becomes a common issue that teenagers are facing since they have their own favorite persons. This is typically a one-way relationship in which they feel intimacy toward their special persons. Parasocial interaction leads them to follow their favorite persons to acquire similar identities. Instagram becomes one of the most used social media which used by teenagers to follow their favorite celebrities.

By following them, teenagers are imitating their behavior or style in order to be similar to them. They are willing to do everything which suggested by their favorite celebrities.

They start buy products that related to the celebrities. This action makes them to become more consumptive.

Therefore, this study aims to explore the motivation of teenagers to follow celebrities toward their consumptive behavior. This research is using NCT Dream as the object for this research since they are one of the most popular K-pop boy group followed by Indonesian teenagers. Most of Indonesian teenagers which are following NCT Dream are facing parasocial interaction. They are willing to do everything to have a similar identity with NCT Dream. This condition becomes the researcher’s reason to conduct research regarding this topic.

In composing this thesis, the researcher realized the lack and limits. Therefore, the researcher expects suggestions and criticisms that will help to improve this thesis.

Finally, the researcher believes that this thesis will be valuable to readers as well as future study on comparable issues or other connected fields.

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ACKNOWLEDGEMENT

The researcher would like to give praise to Jesus Christ, for His grace and blessing, this thesis could be completed. In this opportunity, the researcher would like to express sincere thanks to:

1. Prof. Dr. Intiyas Utami, S.E., M.Si., Ak. as the Rector of UKSW.

2. Dr. Yefta Andi Kus Noegroho, SE., MSi., Ak., CMA., CA. as the Dean of Economy and Business Faculty of UKSW.

3. Imanuel Madea Sakti, S.E., M.Sc. as the Head of Management Study Program.

4. Annie Susanto, SPd., MM. as the Coordinator of ICMAP UKSW.

5. Yenny Purwati, SE., MBA., Ph.D. as the researcher’s Thesis Supervisor, for the knowledge and guidance during creating this thesis.

6. Family and colleagues for the support during the process of creating this thesis.

Lastly, the researcher would like to give appreciation to all the parties for the involvement in the creating this thesis. The researcher feels grateful that this thesis could be done with the support from all the parties.

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LIST OF TABLES

Table 1. Operational Definition of Variables ... 9

Table 2. Model Summary of MRA ...13

Table 3. Interaction Effect of MO & PSI on CB.………...………...14

Table 4. Model Summary of Hayes model 4 ..………...………...15

Table 5. Total & Direct Effects of x on y ……….………..15

Table 6. Indirect effect of x on y ……….……….………...…...…15

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LIST OF FIGURE

Figure 1. Conceptual Research Framework ... 7 Figure 2. Percentage of Male and Female Respondents………..12 Figure 3 Percentage of Respondents’ Ages……….12 Figure 4. Percentage of Respondents’ Experiences of Becoming NCT Dream Fans.13 Figure 5. Fans Activities to Support NCT Dream………...17

THE EFFECT OF TEENAGERS’ MOTIVATION FOR FOLLOWING CELEBRITIES ON THE CONSUMPTIVE BEHAVIOR