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All Journal International Journal of Management and Business Economics Cerdika: Jurnal Ilmiah Indonesia
Novika Candra Astuti
Institut Teknologi Bandung, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Public Health Social Sciences

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The Role Of Fandom Culture In K-Pop Merchandise Purchase Decisions Among Indonesian Fans Niken Kiranaputri; Novika Candra Astuti
International Journal of Management and Business Economics Vol. 5 No. 1 (2026): October (Inpres)
Publisher : CV Putra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58540/ijmebe.v5i1.2145

Abstract

The research initially begins with the very high intensity K-pop fandom culture that facilitates digital involvement in Indonesia, although it is not accompanied by the buying of official merchandise in all cases. Therefore, the present research seeks to study fandom culture by investigating influence which influence the purchasing decision of Indonesian fans purchasing K-pop merchandise and findings which motivate and prevent purchasing. This study uses a quantitative methodology through an online survey among Indonesia's K-pop fans, and it is subsequently statistically evaluated in terms of the relationships between variables. The investigation demonstrates that culture of fandom and digital engagement have an impact on purchases but a conversion from digital fandom to purchase behaviour is also a function of value, purchasing power and perceived benefit of the product. We can conclude from these observations that culture of fandom offers more than just emotional support; it also influences consumption behavior, which has a strategic implication for K-pop agencies that can formulate more effective promotional campaigns with product sale potential.
A Proposed Marketing Strategy For Furniture Business: The Case of Embet Furniture Muhammad Haikal Mahdi; Novika Candra Astuti
Cerdika: Jurnal Ilmiah Indonesia Vol. 5 No. 10 (2025): Cerdika: Jurnal Ilmiah Indonesia
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/cerdika.v5i10.2933

Abstract

Embet Furniture is an Indonesian furniture company founded in 2000 and produces high-quality teak wood furniture through retail and online sales. The company offers a variety of products, including standard catalog furniture, custom furniture made from solid wood, HPL multiplex, and steel, as well as repair services. Throughout its operations, Embet Furniture has collaborated with various clients, including boutique hotels, architects, and interior design firms. However, the company faced challenges with below-target sales due to increased competition from imported products and a suboptimal digital marketing strategy. This study aims to analyze Embet Furniture's condition, evaluate its existing business model, and formulate a new marketing strategy. The external analysis included PESTEL, Porter's 5 Forces, and customer perceptions, while the internal analysis utilized STP, IRO, Business Model Canvas, and the Marketing Mix. The analysis results were used to assess and redevelop the business model, considering both internal and external factors. The new marketing strategy focused on increasing brand awareness, sales performance, and expanding the B2C and B2B segments through digital marketing optimization to support sustainable business growth
Co-Authors Muhammad Haikal Mahdi Niken Kiranaputri