<![CDATA[Abstract. The The K-pop music industry is experiencing rapid growth in Indonesia, driven by community loyalty to official distribution platforms such as Weverse Shop. Weverse Shop is HYBE Corporation's official e-commerce platform that has successfully built an integrated digital distribution ecosystem that supports fan purchasing behavior. This qualitative descriptive study using a phenomenological approach analyzed the purchasing behavior of BTS albums by 10 Army informants in Surabaya. Data were obtained through in-depth interviews, participant observation, and analysis of Weverse transaction documents. The results showed that purchase intention was triggered by a positive attitude towards product exclusivity, trust in the official platform, and a smooth experience. Community reviews on social media and subjective group norms also had significant influences, although peer influence was minimal. Weverse Shop dominated 80% of preferences due to quality that exceeded expectations (positive disconfirmation) and emotional bonds, where price constraints were overcome by savings. This phenomenon integrates consumer purchasing behavior theory and digital marketing into the community ecosystem. HYBE Company recommends increasing promotions and digital marketing access for a more satisfying user experience. Abstrak. Industri musik K-pop mengalami pertumbuhan pesat di Indonesia, didorong oleh loyalitas komunitas terhadap platform distribusi resmi seperti Weverse Shop. Weverse Shop adalah platform e-commerce resmi milik HYBE Corporation yang telah berhasil membangun ekosistem distribusi digital terintegrasi yang mendukung perilaku pembelian penggemar. Penelitian deskriptif kualitatif dengan pendekatan fenomenologi ini menganalisis perilaku pembelian album BTS oleh 10 informan Army di Surabaya. Data dihimpun melalui wawancara mendalam, observasi partisipatif, dan analisis dokumen transaksi Weverse. Hasil penelitian menunjukkan bahwa niat beli dipicu oleh sikap positif terhadap eksklusivitas produk, kepercayaan pada platform resmi, dan pengalaman daring yang lancar. Faktor ulasan komunitas di media sosial serta norma subjektif kelompok turut berpengaruh signifikan, meski pengaruh teman sebaya tergolong minimal. Weverse Shop mendominasi 80% preferensi karena kualitas yang melampaui ekspektasi (positive disconfirmation) dan ikatan emosional, di mana kendala harga diatasi dengan menabung. Fenomena ini mengintegrasikan teori perilaku pembelian konsumen dan pemasaran digital dalam ekosistem komunitas. Perusahaan HYBE disarankan meningkatkan promosi dan akses digital marketing untuk pengalaman pengguna yang lebih memuaskan.]]>
