Search Result  ::  Save as CSV :: Back

"Studi sebelumnya pada brand community menunjukkan pengaruh positif pada perilaku konsumen. Namun, itu bisa bertindak seperti pedang bermata dua dan memiliki sisi gelap yang berpotensi merusak brand. Penelitian ini menyelidiki brand identification dan brand passion dalam pengembangan perilaku impulsive dan obsessive-compulsive buying. Metode kuantitatif dengan survei online digunakan untuk melihat perilaku 533 tanggapan survei dari salah satu brand community di Indonesia. Hasil penelitian menemukan bahwa brand identification berpengaruh positif terhadap harmonious brand passion dan obsessive brand passion. Hanya obsessive brand passion yang ditemukan secara langsung memengaruhi impulsive dan obsessive-compulsive buying. Penelitian ini juga menguji efek moderasi dari community identification, idea shopping, dan social shopping motivation. Penelitian ini berkontribusi pada literatur tentang studi compulsive buying dari perspektif brand community. Saran praktis untuk pemasar tentang cara mencegah dan menghadapi perilaku konsumen ini juga disertakan.

---

Prior studies on brand communities showed a positive influence on consumer behavior. However, it could act like a double edge sword and possess dark sides that potentially could harm the brand. The present study investigates the role of brand identification and brand passion in the development of behaviors like impulsive and obsessive-compulsive buying. A quantitative method using an online survey was used to see the behavior of 533 survey responses from a brand community in Indonesia. The result found that brand identification positively influences harmonious brand passion and obsessive brand passion. Only obsessive brand passion was found to directly influence impulsive and obsessive-compulsive buying. This study also tested the moderation effect of community identification, shopping motivation of idea shopping, and social shopping. The research contributes to the literature on the study of compulsive buying from the brand community perspective. Practical suggestions for marketers on how to prevent and face these consumer behaviors are also included."

"Penelitian ini mengkaji peran Fear of Missing Out (FoMO) dan Brand Passion dalam perilaku pembelian kompulsif pada merek tumbler yang sedang tren di Indonesia. Model penelitian ini mengadaptasi dari penelitian sebelumnya, dengan modifikasi pada unit analisis, studi kasus, dan sampel responden untuk lebih sesuai dengan konteks produk tumbler yang sedang tren. Desain penelitian kuantitatif dengan pendekatan deskriptif konklusif digunakan, dengan mengumpulkan data primer melalui kuesioner elektronik yang didistribusikan melalui Google Forms. Metode sampling non-probabilitas, khususnya judgmental sampling, digunakan untuk mengumpulkan respons dari 201 peserta yang telah membeli merek tumbler yang sedang tren seperti Corkcicle, Hydroflask, Stanley, atau Owala dalam tiga tahun terakhir. Data yang terkumpul dianalisis menggunakan perangkat lunak SPSS dan SmartPLS. Hasil penelitian menunjukkan bahwa FoMO berpengaruh signifikan terhadap Obsessive Brand Passion, yang pada gilirannya berpengaruh signifikan terhadap perilaku pembelian impulsif dan pembelian obsesif-kompulsif. Namun, Harmonious Brand Passion tidak menunjukkan pengaruh signifikan terhadap perilaku pembelian ini. Penelitian ini juga mengonfirmasi bahwa FoMO memediasi hubungan antara Obsessive Brand Passion dan kecenderungan pembelian kompulsif, dengan usia memoderasi pengaruh FoMO terhadap Obsessive Brand Passion.

---

This study investigates the role of Fear of Missing Out (FoMO) and brand passion in influencing compulsive buying behavior related to trendy tumbler brands in Indonesia. The research model is adapted from previous studies, with modifications made to the unit of analysis, case studies, and respondent pool to better reflect the context of trendy tumbler products. A quantitative research design with a conclusive descriptive approach was employed, utilizing primary data collected through electronic questionnaires distributed via Google Forms. A non-probability sampling method, specifically judgmental sampling, was used to gather responses from 201 participants who have purchased trendy tumbler brands such as Corkcicle, Hydroflask, Stanley, or Owala in the last three years. The collected data were analyzed using SPSS and SmartPLS software. The results indicate that FoMO significantly influences Obsessive Brand Passion, which in turn significantly affects both impulsive buying and obsessive-compulsive buying behaviors. However, Harmonious Brand Passion did not show a significant effect on these buying behaviors. Additionally, the study confirms that FoMO serves as a mediator in the relationship between Obsessive Brand Passion and compulsive buying tendencies, with age moderating the effect of FoMO on Obsessive Brand Passion."