Fenomena Bandwagon Consumption Dalam Collectible Toys: Peran Self-Concept, Perceived Exclusivity, dan Media Sosial

Putri, Atha Dhia Nisrina (2025) Fenomena Bandwagon Consumption Dalam Collectible Toys: Peran Self-Concept, Perceived Exclusivity, dan Media Sosial. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Bandwagon consumption mengacu pada peningkatan permintaan suatu produk karena pengaruh sosial dan keinginan untuk mengikuti tren. Dalam konteks collectible toys, fenomena ini didorong oleh faktor psikologis seperti self-concept (interdependent dan independent) serta perceived exclusivity, dengan media sosial memainkan peran penting sebagai penguat tren. Penelitian ini bertujuan untuk menganalisis pengaruh faktor-faktor tersebut terhadap perilaku konsumsi kolektif pada konsumen collectible toys di Indonesia. Data dikumpulkan melalui survei daring yang melibatkan 212 responden berusia 20 - 40 tahun yang pernah membeli collectible toys secara daring. Analisis data dilakukan menggunakan Partial Least Square-Structural Equation Modeling (SEM-PLS). Hasil penelitian menunjukkan bahwa interdependent self-concept secara signifikan memengaruhi bandwagon consumption, sedangkan independent self-concept tidak menunjukkan pengaruh yang signifikan. Perceived exclusivity meningkatkan daya tarik produk, terutama melalui strategi pemasaran berbasis kelangkaan. Selain itu, media sosial turut memperkuat pengaruh faktor-faktor tersebut dengan meningkatkan eksposur tren dan tekanan sosial agar konsumen mengikuti tren. Temuan ini menekankan pentingnya memanfaatkan faktor psikologis dan sosial dalam strategi pemasaran industri collectible toys.
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Bandwagon consumption refers to the increase in product demand driven by social influence and the desire to follow trends. In the context of collectible toys, this phenomenon is influenced by psychological factors such as self-concept (both interdependent and independent) and perceived exclusivity, with social media playing a key role in amplifying trends. This study aims to analyze the impact of these factors on collective consumption behavior among collectible toy consumers in Indonesia. Data were collected through an online survey involving 212 respondents aged 20-40 years who had purchased collectible toys online. Data analysis was conducted using Partial Least Square-Structural Equation Modeling (SEM-PLS). The results show that interdependent self-concept significantly influences bandwagon consumption, while independent self-concept does not show a significant effect. Perceived exclusivity enhances product appeal, particularly through scarcity-based marketing strategies. In addition, social media further strengthens the impact of these factors by increasing exposure to trends and social pressure to keep up with them. These findings highlight the importance of leveraging psychological and social factors in marketing strategies within the collectible toy industry.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Bandwagon Consumption, Collectible Toys, Media Sosial, Perceived Exclusivity, Self-Concept, Social Media
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HM Sociology > HM742 Online social networks. N Fine Arts > NK Decorative arts Applied arts Decoration and ornament
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Atha Dhia Nisrina Putri
Date Deposited:	23 Jul 2025 02:49
Last Modified:	23 Jul 2025 02:49
URI:	http://repository.its.ac.id/id/eprint/120687

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