The Influence of Celebrity Attachment, Self-Congruence, and Brand Attachment on Impulsive Buying among K-Pop Fans in Indonesia

In 2021, Indonesia was recorded as the country with the largest number of K-pop fans in cyberspace.These K-pop fans express their love and support for their idols by engaging in various activities related to their idols.On average, K-pop fans can spend up to IDR 20 million annually to support their idols.This behavior allows fans to feel closer to or demonstrate attachment to their idols.Relating to attachment theory, anxious consumers often have a negative view of self-concept, which triggers a fear of being abandoned by their idols.Self-concept is more specifically defined in terms of self-congruence.This study employed a questionnaire as the data collection tool, with a sample of 121 respondents whose average age ranged from 18 to 25 years.The respondents are residents of Jakarta and have purchased K-pop merchandise (including albums and concert tickets) within the last three months.Data analysis was conducted using Structural Equation Modeling (SEM) with Smart PLS software.The findings indicate that celebrity attachment significantly affects actual self-congruence, celebrity attachment also significantly impacts ideal self-congruence, actual self-congruence does not significantly affect brand attachment, ideal selfcongruence significantly influences brand attachment, and brand attachment significantly affects impulsive buying.