Analisis Peran Fear of Missing Out dan Parasocial Interaction dalam Mendorong Pembelian Merchandise K-Pop oleh Fans Indonesia
DOI:
https://doi.org/10.58344/locus.v5i8.6063Keywords:
Fear of Missing Out, Parasocial Interaction, Merchandise K-pop, Fans Indonesia, Perilaku Konsumen DigitalAbstract
Fenomena Korean Wave telah mendorong perubahan perilaku konsumsi masyarakat, khususnya di kalangan penggemar K-pop di Indonesia. Pembelian merchandise K-pop tidak lagi didasarkan semata pada nilai fungsional produk, tetapi juga dipengaruhi oleh faktor psikologis dan emosional, seperti Fear of Missing Out (FOMO) dan Parasocial Interaction. Penelitian ini bertujuan untuk menganalisis peran FOMO dan Parasocial Interaction dalam mendorong pembelian merchandise K-pop oleh penggemar di Indonesia serta menjelaskan bagaimana media sosial memperkuat hubungan kedua konsep tersebut dalam budaya fandom digital. Penelitian menggunakan pendekatan kualitatif dengan metode content analysis. Data diperoleh melalui studi literatur, artikel ilmiah, berita daring, serta observasi terhadap konten media sosial yang berkaitan dengan aktivitas fandom K-pop. Data dianalisis secara deskriptif melalui proses seleksi, kategorisasi, interpretasi, dan penarikan kesimpulan berdasarkan tema-tema utama yang ditemukan. Hasil penelitian menunjukkan bahwa media sosial berperan sebagai pemicu terbentuknya hubungan parasosial antara penggemar dan idola, yang selanjutnya meningkatkan rasa keterikatan emosional. Kondisi tersebut memunculkan FOMO terhadap informasi, produk edisi terbatas, dan aktivitas fandom sehingga mendorong keputusan pembelian merchandise. Merchandise dipersepsikan tidak hanya sebagai produk konsumsi, tetapi juga sebagai simbol loyalitas, identitas sosial, dan partisipasi dalam komunitas fandom. Penelitian ini menyimpulkan bahwa perilaku pembelian merchandise K-pop merupakan hasil interaksi antara media sosial, hubungan parasosial, dan FOMO yang membentuk perilaku konsumen digital dalam budaya populer kontemporer.
References
Apolo, M., & Kurniawati, M. (2023). Pengaruh fear of missing out (FOMO) terhadap perilaku konsumtif penggemar KPOP remaja akhir pada produk merchandise KPOP. INNOVATIVE: Journal Of Social Science Research, 3(6), 3847–3858.
Chang, H.-C. H., Pham, B., & Ferrara, E. (2023). Parasocial diffusion: K-pop fandoms help drive COVID-19 public health messaging on social media. Online Social Networks and Media, 37–38, 100267. https://doi.org/10.1016/j.osnem.2023.100267
Choi, H.-j. (2024). Do K-pop consumers' fandom activities affect their happiness, listening intention, and loyalty? Behavioral Sciences, 14(12), 1136. https://doi.org/10.3390/bs14121136
Desnika, K., & Tambunan, S. M. G. (2023, June 27). Consuming K-Pop Photocards: Mediated Intimacy in Indonesian Fan Practices. 1. Retrieved June 7, 2026, from https://journal.mediadigitalpublikasi.com/index.php/athena/article/view/137
Febrianti, A. M., Hermina, N., & Suratman, M. (2024). Will you purchase what I recommend? The role of interaction orientation, parasocial relation, and product involvement. Asian Management and Business Review, 4(1), 100–112. https://doi.org/10.20885/AMBR.vol4.iss1.art9
Giles, D. C. (2009, November 17). Parasocial Interaction: A Review of the Literature and a Model for Future Research. 4(3), 279-305. https://doi.org/10.1207/S1532785XMEP0403_04
Hakim, K. A., & Salehudin, I. (2024, November 30). Exploring the Impact of Persuasion Knowledge and Parasocial Relationships on K-Pop Fans' Consumer Behavior in Indonesia. 6. Retrieved June 7, 2026, from https://journal.uinmataram.ac.id/index.php/jed/article/view/11803
Horton, D., & Wohl, R. R. (1956, August). Mass communication and para-social interaction; observations on intimacy at a distance. 19, 215 - 29. 10.1080/00332747.1956.11023049.
Kemp, S. (2025, November 5). Digital 2026: Indonesia — DataReportal – Global Digital Insights. DataReportal. Retrieved June 7, 2026, from https://datareportal.com/reports/digital-2026-indonesia
Mathea, N., & Laksmidewi, D. (2024). The influence of social media influencer endorsement on purchase intention with the mediating roles of parasocial interaction and possession envy. International Journal of Applied Business and International Management, 9(2), 15–30. https://doi.org/10.32535/ijabim.v9i2.2732
Muslimah, I. H. P., Rosalina, A., Khairani, A., Desiderawi, M., Loviona, L., & Sari, L. (2023). Identitas sosial dan perilaku prososial pada anggota fandom K-Pop. Journal of Indonesian Psychological Science (JIPS), 3(1), 310–320. https://doi.org/10.18860/jips.v3i1.21061
Natalie, C., & Utami, L. S. S. (2025, March 30). Perilaku FOMO dan Budaya Konsumtif pada Penggemar Stray Kids dalam Pembelian Merchandise. 9. https://doi.org/10.24912/pr.v9i1.33175
Oktavian, R. B., Dermawan, R., & Majid, N. (2024). "I can't resist TikTok": Exploring the influence of celebrity endorsement, parasocial interaction, and FOMO on Gen-Z purchase intention. Journal of Management Small and Medium Enterprises (SME's), 17(3). https://doi.org/10.35508/jom.v17i3.17243
Park, M., & Kim, D. (2024, November 21). K-pop's profligate CD output draws fire as South Korea hosts plastic waste talks. https://www.reuters.com/sustainability/k-pops-profligate-cd-output-draws-fire-south-korea-hosts-plastic-waste-talks-2024-11-21/
Ramadhani, A. F., & Purwaniningtyas, D. A. (2024, August 23). Analisis perilaku konsumtif pada interaksi parasosial penggemar k-pop dan idolanya. 6. https://doi.org/10.21831/ap.v6i1.69746
Ryan, R. M., & Deci, E. L. (2018). Self-Determination Theory: Basic Psychological Needs in Motivation, Development, and Wellness. Guilford Publications. https://books.google.co.id/books/about/Self_Determination_Theory.html?id=th5rDwAAQBAJ&redir_esc=y
Santosa, L. W. (2022, January 13). "Merchandise" idola K-pop terlalu mahal? https://www.antaranews.com/berita/2640777/merchandise-idola-k-pop-terlalu-mahal
Sokolova, K., & Kefi, H. (2020, March). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. 53. https://doi.org/10.1016/j.jretconser.2019.01.011
Teh, C. (2025, June 6). Inside the big business of boy paper, a booming sub-industry of the K-pop machine. https://www.businessinsider.com/business-k-pop-boy-paper-photo-trading-cards-hybe-seventeen-2025-6
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Ristorio Angga Santosa, Muhammad Rifat Setiawan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC-BY-SA). that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
