Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 8 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH FAN BEHAVIOUR TERHADAP IMPULSIVE BUYING DAN STICKINESS PADA PENGUNJUNG COMIFURO

PDF
  • Aisyah Miya Fazira,
  • Dewi Agustin Pratama Sari,
  • Meta Bara Berutu
Aisyah Miya Fazira
Universitas Negeri Jakarta
Dewi Agustin Pratama Sari
Universitas Negeri Jakarta
Meta Bara Berutu
Universitas Negeri Jakarta
DOI: https://doi.org/10.5281/zenodo.21350311

Published 2026-07-14

Keywords

  • fan behaviour; impulsive buying; stickiness; anime fandom

How to Cite

PENGARUH FAN BEHAVIOUR TERHADAP IMPULSIVE BUYING DAN STICKINESS PADA PENGUNJUNG COMIFURO. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.5281/zenodo.21350311

Abstract

The rapid growth of the anime industry has fostered highly engaged fandom communities that actively participate in consumption and social interactions, making fan behaviour an important factor influencing consumer decisions and long-term engagement. This study aims to examine the effect of fan behaviour on impulsive buying and stickiness within anime fandoms. A quantitative approach was employed using a survey of Comic Frontier (Comifuro) attendees who met the predetermined sampling criteria. Data were collected through purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that fan behaviour has a positive and significant effect on both impulsive buying and stickiness. These findings contribute to consumer behavior and fandom literature by highlighting the role of fan behaviour in shaping both purchasing tendencies and long-term engagement within anime fandoms. Pertumbuhan pesat industri anime telah membentuk komunitas penggemar yang sangat aktif, yang secara aktif ikut serta dalam konsumsi dan interaksi sosial, menjadikan perilaku penggemar sebagai faktor penting yang mempengaruhi keputusan konsumen dan keterlibatan jangka panjang. Studi ini bertujuan untuk memeriksa efek perilaku penggemar terhadap pembelian impulsif dan loyalitas dalam fandom anime. Pendekatan kuantitatif digunakan melalui survei peserta Comic Frontier (Comifuro) yang memenuhi kriteria sampling yang ditentukan sebelumnya. Data dikumpulkan melalui purposive sampling dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa perilaku penggemar memiliki efek positif dan signifikan terhadap pembelian impulsif maupun loyalitas. Temuan ini memberikan kontribusi pada literatur perilaku konsumen dan fandom dengan menyoroti peran perilaku penggemar dalam membentuk kecenderungan pembelian serta keterlibatan jangka panjang dalam fandom anime.
PDF

References

  1. Cheah, J.-H., Magno, F., & Cassia, F. (2024). Reviewing the SmartPLS 4 software: the latest features and enhancements. Journal of Marketing Analytics, 12(1), 97–107. https://doi.org/10.1057/s41270-023-00266-y
  2. [2] Chen, C. Y., Chou, Y. L., Lin, Y. H., & Lin, Y. K. (2025). Sport fans’ curiosity and impulsive buying: mediation of social media use intensity. Frontiers in Sports and Active Living, 7. https://doi.org/10.3389/fspor.2025.1519003.
  3. [3] Fadillah, A. S., & Ratnasari, L. (2023). Fanaticism of Consumptive Behavior of Merchandise Purchasing in Student Boyband Fans. Formosa Journal of Science and Technology, 2(1), 27–38. https://doi.org/10.55927/fjst.v2i1.2339.
  4. [4] Fathy, D., Elsharnouby, M. H., & Abou Aish, E. (2022). Fans behave as buyers? Assimilate fan-based and team-based drivers of fan engagement. Journal of Research in Interactive Marketing, 16(3), 329–345. https://doi.org/10.1108/JRIM-04-2021-0107.
  5. [5] Gao, X., Yee, C. L., & Choo, W. C. (2022). How Attachment and Community Identification Affect User Stickiness in Social Commerce: A Consumer Engagement Experience Perspective. Sustainability (Switzerland), 14(20). https://doi.org/10.3390/su142013633.
  6. [6] Guo, T., Cai, C., Xu, Y., Huang, M., & Ni, Y. (2024). Self-Esteem and College Students’ Online Impulse Buying: The Independent and Interactive Moderating Role of Interdependent Self-Construal and Interpersonal Relationships. Psychology Research and Behavior Management, 17, 4447–4461. https://doi.org/10.2147/PRBM.S494636.
  7. [7] Hair, J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107. https://doi.org/10.1504/IJMDA.2017.087624.
  8. [8] Hermawan, J. S., Atma, U., Yogyakarta, J., & Ginting, M. (2024). A Study on Fandom and Fan Culture: Socioeconomic Implications in the Digital Era. In LATTE: A Journal of Language (Vol. 1, Number 1).
  9. [9] Hongsuchon, T., Chen, S.-C., & Khan, A. (2025). Applying the S-O-R model to explore impulsive buying behavior driven by influencers on social commerce websites. PeerJ Computer Science, 11, e3113. https://doi.org/10.7717/peerj-cs.3113.
  10. [10] Hou, J. (2025). An Investigation toward the Enhancement of Consumer Stickiness in Live Streaming Carrying Scenarios (pp. 1031–1040). https://doi.org/10.2991/978-94-6463-874-5_119.
  11. [11] Huang, S. C., Silalahi, A. D. K., Eunike, I. J., & Riantama, D. (2024). Understanding impulse buying in E-commerce: The Big Five traits perspective and moderating effect of time pressure and emotions. Telematics and Informatics Reports, 15. https://doi.org/10.1016/j.teler.2024.100157.
  12. [12] Irfan Alfandi, & Rina Suthia Hayu. (2025). Identification of Impulse Buying Behaviour among Shopee Users in Sumatra Island. Jurnal Manajemen, 29(3), 483–502. https://doi.org/10.24912/jm.v29i3.2766.
  13. [13] Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying: a meta-analytic review. In Journal of the Academy of Marketing Science (Vol. 48, Number 3, pp. 384–404). Springer. https://doi.org/10.1007/s11747-019-00670-w.
  14. [14] Madania, F., & Yuwono, A. I. (2025). STUDI NETNOGRAFI DINAMIKA PARTICIPATORY CULTURE KOMUNITAS PENGGEMAR IDOLA JPOP. Komuniti: Jurnal Komunikasi Dan Teknologi Informasi, 17, 120–152.
  15. [15] Memon, M. A., T., R., Cheah, J.-H., Ting, H., Chuah, F., & Cham, T. H. (2021). PLS-SEM STATISTICAL PROGRAMS: A REVIEW. Journal of Applied Structural Equation Modeling, 5(1), i–xiv. https://doi.org/10.47263/JASEM.5(1)06.
  16. [16] Portaluri, G., Lock, D., Inoue, Y., Mura, R., & Vicentini, F. (2025). Unveiling the emotional edge: how fans’ emotional attachment influences the relationships between fanship, fandom, subjective well-being, and attitudinal loyalty. Sport Management Review, 28(4), 796–822. https://doi.org/10.1080/14413523.2025.2513100.
  17. [17] Rahmawati, I., & Setyowibowo, F. (2025). PENGARUH STIMULUS TERHADAP PEMBELIAN IMPULSIF MELALUI REAKSI KOGNITIF DAN AFEKTIF: KERANGKA KERJA STIMULUS-ORGANISM-RESPONSE (SOR). Jurnal Pendidikan Ekonomi, 13(3), 248–258. https://doi.org/10.26740/jupe.v13n3.p248
  18. [18] Shao, Z. (2024). How the characteristics of social media influencers and live content influence consumers’ impulsive buying in live streaming commerce? The role of congruence and attachment. Journal of Research in Interactive Marketing, 18(3), 506–527. https://doi.org/10.1108/JRIM-08-2023-0277
  19. [19] Shi, Y., Ma, C., & Zhu, Y. (2021). The Impact of Emotional Labor on User Stickiness in the Context of Livestreaming Service—Evidence From China. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.698510.
  20. [20] Wu, Y. T., Wu, Y. F., Cheng, C. F., & Chen, M. Y. (2022). NBA Fan Behavior: The Effects of Personality on NBA Fandom and Stickiness in Purchasing Related Products. Sport Marketing Quarterly, 31(2), 157–167. https://doi.org/10.32731/SMQ.312.0622.06
  21. [21] Zheng, L., & Xu, Y. (2024). Exploring the impact of athlete brand image on fans’ behavioural outcomes: the role of emotional attachment and perceived price value. International Journal of Sports Marketing and Sponsorship, 25(4), 839–861. https://doi.org/10.1108/IJSMS-01-2024-0030.

Similar Articles

You may also start an advanced similarity search for this article.