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All Journal Jurnal Pengabdian Masyarakat dan Riset Pendidikan
Febri Milano
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Humanities Education Languange, Linguistic, Communication & Media Mathematics Other

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Analisis Faktor Sosial dan Budaya Terhadap Keputusan Pembelian Merchandise K-Pop oleh Gen Z: Penelitian Febri Milano; Patricia Wanda; Khairur Rahmah Azjahra; Suastiana Anja Kelauri; Aditia Warman; Fahmi Aditiya; Hendra Saputra
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 2 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 2 (October 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i2.3800

Abstract

This study aims to analyze the influence of social and cultural factors on K-Pop merchandise purchasing decisions by Generation Z in Indonesia. Using a quantitative descriptive associative method with 55 Gen Z respondents interested in K-Pop, data were collected through an online questionnaire. The results showed that both social and cultural factors have a significant influence on K-Pop merchandise purchasing decisions. Social factors proved to be the main external driver with an average percentage of 73.38%, driven by peer influence, social media influence (especially unboxing content), and reviews from fellow fans. Meanwhile, cultural factors exert a strong internal influence with an average of 62%, mainly because merchandise is considered a symbol of identity, a source of pride (especially for limited/official editions), and a way to feel close to favorite idols. K-Pop merchandise purchasing decisions among Gen Z are the result of a dynamic interaction between the external drives of social groups (validation and interaction) and the internal motivations of fandom culture (identity, emotional meaning, and loyalty).
Co-Authors Aditia Warman Fahmi Aditiya Hendra Saputra Khairur Rahmah Azjahra Patricia Wanda Suastiana Anja Kelauri