STUDI NETNOGRAFI UNTUK MENTAL ACCOUNTING PENGGEMAR K-POP

Kirey Aulia, . (2025) STUDI NETNOGRAFI UNTUK MENTAL ACCOUNTING PENGGEMAR K-POP. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to identify the forms of mental accounting practiced by NCTzen in allocating their finances for hobby-related needs and daily necessities. The research employs a qualitative method with an interpretive paradigm and a netnographic approach through participatory observation on the X platform. Data were analyzed through the stages of coding, noting, abstracting and comparing, checking and refinement, generalizing, and theorizing. The findings show that NCTzen construct mental accounts that separate essential expenses from fandom-related funds, such as savings for concerts, albums, and merchandise. Fandom spending is framed as emotional gains that are perceived to outweigh financial losses. Decision-making is influenced by transaction utility, sunk cost, payment depreciation, and payment decoupling, which make large expenditures feel psychologically lighter. Additionally, fans apply budgeting through consumption categories and self-control to manage impulsive spending. The study also identifies the role of choice bracketing and dynamic mental accounting, in which fans evaluate expenses separately and dynamically according to emotional context and financial priorities.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210112183] [Pembimbing: Krisno Septyan] [Penguji 1: Praptiningsih] [Penguji 2: Agustina Riyanti]
Uncontrolled Keywords: Mental Accounting, NCTzen, Netnography
Subjects: H Social Sciences > HF Commerce > HF5601 Accounting
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Akuntansi (S1)
Depositing User: KIREY AULIA
Date Deposited: 06 Apr 2026 02:49
Last Modified: 06 Apr 2026 02:49
URI: http://repository.upnvj.ac.id/id/eprint/41417

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