Etnografi Virtual Perilaku Impulsive Buying Remaja Muslimah Penggemar K-Pop di Surabaya

Abstract

This study examines the factors that influence teenager women Muslims (muslimah) of K-Pop fans' behavior in Surabaya regarding impulsive buying, the role of Twitter in eliciting their impulsive buying behavior, and to comprehend their under­standing about the impact of impulsive buying as well. Using a virtual ethnographic approach, the findings have revealed that that impulsive buying behavior was influenced by friendship and the convenience facilities provided by Twitter related to informa­tion and promotions about K-Pop merchandise. This gave rise to a new culture of impulsive buying. However, teenager Muslim women of K-Pop fans are actually aware that impulsive buying behavior violates religious norms. Therefore, their behavior in purchasing K-Pop merchandise is based on rational choices.