Fandom Consumptive Behavior: Consumerism in Enhypen Photocard Purchases

Yasmin Salza Annabil; Zainal Abidin; Muhammad Ramdhani

doi:10.63922/ijebir.v5i04.3595

Yasmin Salza Annabil Communication Science, Social Science and Political Science, Singaperbangsa Karawang University, Indonesia
Zainal Abidin Communication Science, Social Science and Political Science, Singaperbangsa Karawang University, Indonesia https://orcid.org/0000-0002-6717-1678
Muhammad Ramdhani Communication Science, Social Science and Political Science, Singaperbangsa Karawang University, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i04.3595

Keywords: Consumptive Behavior, Social Media X, K-Pop, ENHYPEN, S-O-R Theory.

Abstract

The rapid advancement of digital communication technology has transformed social media into a vital instrument for disseminating popular culture and shaping contemporary consumer patterns. Within the Korean Wave (Hallyu) phenomenon, K-Pop fanbases extensively utilize Platform X to interact with idols and engage in the trade of exclusive merchandise, specifically randomized photocards. This study aims to analyze the influence of social media X exposure—operationalized through the dimensions of frequency, duration, and attention—on the consumptive behavior of ENHYPEN fans, specifically followers of the @engenekrw account. Adopting a quantitative correlational survey design grounded in the Stimulus-Organism-Response (S-O-R) model, data was collected from 96 respondents determined via Yamane’s formula. Due to the non-normal distribution of the data, hypothesis testing was executed utilizing the non-parametric Spearman Rank correlation method. Findings reveal a statistically significant positive relationship (Sig. 0.000), confirming that higher levels of media exposure correspond to an increased propensity for consumptive behavior in purchasing ENHYPEN photocards. However, the weak correlation coefficient (r_s = .354) suggests that the internal "Organism" stage is highly complex and significantly influenced by various internal and external factors outside the scope of this study. Consequently, while social media X serves as an effective enabler and information provider, it is not the sole determinant of fans' consumptive actions.

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