PERILAKU BELANJA KONSUMEN ONLINE DI FANDOM CARAT PADA WEVERSE SHOP

Fadhilah Budiman Hasibuan, NIM.: 19107030058 (2024) PERILAKU BELANJA KONSUMEN ONLINE DI FANDOM CARAT PADA WEVERSE SHOP. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Korean culture, especially K-pop music, has rapidly grown in Indonesia through social media. This phenomenon has given rise to an active community of K-pop enthusiasts referred to as a fandom or fan kingdom, particularly for groups like Seventeen. Seventeen’s official fandom is known as Carat. Seventeen is quite popular in Indonesia and frequently holds concerts. While Seventeen sells official merchandise at these concerts, challenges arise regarding the high prices and the difficulty in accessing their merchandise. HYBE Labels, as the company overseeing Seventeen, has introduced Weverse Shop as a solution, enabling Carat to purchase merchandise officially and more easily. The research will thoroughly analyze how online consumer shopping behavior occurs within the Fandom Carat on Weverse Shop. This research employs a qualitative research method with a phenomenological approach. Data is collected through observation, interviews, and documentation. The subjects of this research are Carat as a fandom. The theory used in this research is consumer behavior. The results of this research indicate that there are several factors influencing the behavior of the Carat fandom in shopping on Weverse Shop, including cultural, social, personal, and psychological factors. There are stages of the purchasing decision that involve product awareness, information search, evaluation, and decision-making.

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