Group Communication Among NCT’s Fans In Creating Impulsive Buying Behavior On Album And Merchandise In Jdoyzen’s Group Order On Line Application

Abstrak

The Hallyu K-Pop phenomenon forms group communication among NCT fans, including Jdozyen Group Order members, leading to impulsive purchasing. In this study, the researcher uses the theory of Input-Process-Output group communication model by Little John (2017: 269). This study uses descriptive qualitative method and constructivism paradigm approaches to analyze the NCT fan group's communication in creating impulsive buying behavior on album and merchandise in Jdoyzen Group Order on Line application. Interviews, participant observation, and literature review were used to collect the data, which were validated using a source triangulation technique that compared the results from several informants' interviews. The result showed that group communication in Jdoyzen's group order began with the admin and several members seeking for information about NCT's album and products merchandise on other social media, which was then disseminated to group chats. After that, the members expressed a variety of responses, both positive and negative, as well as feedback and complaints. This led to a discussion about the products, prices, and shipping costs, as well as encouragement and persuasion from the admin and other members to make a purchase, which caused some of the affected members to develop a buying behavior that leads to an impulsive buying. Keywords-group communication, fan groups, consumer behavior, impulsive buying behavior