Maximization as a Mediator of the Parasocial Relationships and Impulsive Spending in Indonesian Thai Fandom Culture

Anindya Dewi Atmariani, Rahmat Hidayat, S.Psi., M.Sc., Ph.D.; Dr. Rizqi Nur’aini A’yuninnisa, S.Psi., M.Sc.; Wulan Nur Jatmika, S.Psi., M.Sc.

2026 | Skripsi | PSIKOLOGI

Meningkatnya popularitas selebriti Thailand di Indonesia ditandai oleh keterikatan emosional yang kuat antara penggemar dan selebriti, yang dikenal sebagai hubungan parasosial. Keterikatan ini banyak dikaitkan dengan perilaku pembelian impulsif terhadap produk maupun acara yang berhubungan dengan fandom. Penelitian ini mengkaji bgaimana hubungan parasosial memengaruhi pembelian impulsif serta mengevaluasi gaya pengambilan keputusan (maximization) sebagai variabel mediasi. Dengan menggunakan desain kuantitatif potong lintang, data dikumpulkan dari 304 penggemar Indonesia berusia 18–35 tahun yang mengikuti selebriti Thailand. Tiga instrumen digunakan dalam studi ini; Skala Celebrity-Persona Parasocial Interaction, Skala Impulse Buying Tendency, dan Skala Maximization, yang kemudian dianalisis menggunakan analisis mediasi untuk melihat pengaruh langsung dan tidak langsung. Hasil penelitian menunjukkan bahwa hubungan parasosial memiliki korelasi positif yang kuat dengan pembelian impulsif (r = .890, p < 0 xss=removed>

The growing popularity of Thai celebrities in Indonesia is marked by strong emotional attachment between fans and the celebrities, known as parasocial relationships. This attachment is widely linked to impulsive buying behavior toward fandom-related products and events. This study examines how parasocial relationships influence impulsive buying and evaluates decision-making style (maximization) as a mediating variable. Using a quantitative cross-sectional design, data were collected from 304 Indonesian fans of Thai celebrities aged 18–35 years old. Three instruments were used: the Celebrity-Persona Parasocial Interaction Scale, Impulse Buying Tendency Scale, and Maximization Scale, which were then analyzed with the mediation analysis to understand both direct and indirect effects. Results showed that parasocial relationships have a strong positive correlation with impulsive buying (r = .890, p < 0 xss=removed>

Kata Kunci : Hubungan Parasosial, Pembelian Impulsif, Maximization, Fandom Selebritas Thailand, Penggemar Indonesia, Parasocial Relationship, Impulsive Buying, Maximization, Thai Celebrity Fandom, Indonesian Fans