<![CDATA[The Korean Wave phenomenon has positioned music concerts as cultural consumption activities and business communication practices with high economic value among K-Pop fans. The growth of fandom-based entertainment industries has made promotional communication strategies an important factor in building consumer attention, trust, and purchase intention toward entertainment products. This study aims to analyze the effect of promotional communication strategy on ticket purchase intention for the EXhOrizon concert among EXO fans in Yogyakarta from a business communication perspective. This research employed a quantitative approach with an associative design using a survey method involving 384 respondents determined through the Lemeshow formula and non-probability purposive sampling technique. Data were collected using a Likert-scale questionnaire based on two main constructs: promotional communication strategy, including source credibility and artist image, message clarity and attractiveness, social media channel intensity, community emotional engagement, and communication evaluation; and ticket purchase intention measured using the AIDA model (Attention, Interest, Desire, Action). Data were analyzed using simple linear regression and statistical testing. The results indicate that promotional communication strategy and ticket purchase intention were categorized as very high. Promotional communication strategy has a positive and significant effect on ticket purchase intention, contributing 53.9%. This study provides empirical evidence regarding the role of multidimensional business communication strategies in shaping fan consumption behavior in the K-Pop concert industry in Indonesia.]]>
