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All Journal Jurnal Ilmu Ekonomi dan Bisnis (JUKONI)
Mulyasari, Rosi
Unknown Affiliation
Economics, Econometrics & Finance

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Pengaruh Perilaku Konsumen Dan Media Sosial Terhadap Minat Beli Merchandise K-Pop Di Bandung Mulyasari, Rosi; Somadi
Jurnal Ilmu Ekonomi dan Bisnis Vol. 2 No. 3 (2025): JUKONI - Oktober
Publisher : CV. SINAR HOWUHOWU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70134/jukoni.v2i3.820

Abstract

T The growing popularity of K-pop in Indonesia has influenced consumer behavior, especially in merchandise purchases. Despite high fan engagement on social media, actual buying interest remains inconsistent, indicating a research gap. This study investigates the impact of consumer behavior and social media on purchase intention of K-pop merchandise in Bandung. Using a quantitative approach with 100 K-pop fans and path analysis, results show that both variables significantly and positively affect purchase intention, both individually and simultaneously. These findings offer academic insights into Fandom-related consumer behavior and practical guidance for creative industries in popular culture. 
Co-Authors Somadi