Korean Celebrity: Consumerism By Teenagers

Irma Ervina Fitriani; Fatmawati Moekahar; Nurul Eka Oktalisa

Korean Celebrity: Consumerism By Teenagers

Authors

Irma Ervina Fitriani Universitas Islam Riau
Fatmawati Moekahar Universitas Islam Riau
Nurul Eka Oktalisa Universitas Islam Riau

Keywords:

Communication, Teen Consumerism, Korean Celebrity

Abstract

This study aims to explore how the phenomenon of adolescent consumerism in Pekanbaru towards collaborative products between the K-pop girl group, Blackpink and the famous coffee company Starbucks. The method used in this study is descriptive qualitative with phenomenological theory. The object of this study is adolescent consumerism towards Korean celebrities in the city of Pekanbaru, the subjects are teenagers who buy Starbucks x Blackpink collaboration products in Pekanbaru using purposive sampling techniques. Data collection techniques are observation, interviews, and documentation. In this study, there are 5 teenagers who do consumerism who become informants. The interview transcript data and social media content will be processed to identify key themes that emerge related to the perceptions, motivations, experiences, and behavioral patterns of teenagers when buying collaborative products. The results of this study show two motives for consumerism actions, namely because of motive including interesting Korean pop culture, idolizing Blackpink, the influence of product endorsements then in order to motive because they want to show themselves as fans, provide support for their idols, have collections that smell like their idols. From this consumerism action because of the desire to support their idols and a sense of self-satisfaction.

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Korean Celebrity: Consumerism By Teenagers