<![CDATA[ The global music industry is experiencing rapid growth, driven in part by the rising popularity of Korean Pop (K-pop), which has fueled high interest in music concerts. The phenomenon of fan enthusiasm, along with perceptions of ticket prices, is believed to influence impulsive purchasing decisions. This study aims to determine the influence of FOMO and price perception on impulsive buying of tickets for the NCT Dream “The Dream Show 4” concert among fans (NCTzens). The method used in this study is a quantitative approach involving the distribution of questionnaires to 100 NCT fan respondents. Data analysis techniques included validity and reliability tests, classical assumption tests, t-tests, F-tests, coefficient of determination tests, and regression coefficient tests using SPSS. The results indicate that FOMO and price perception have a positive and significant influence on impulsive buying, both partially and simultaneously. The calculated t-values for FOMO and price perception were 2.234 and 5.895, respectively, both of which were greater than the critical t-value of 1.984. Additionally, the F-test value of 52.321 was greater than the critical F-value of 3.090, and the R² value was 51.9%. These findings indicate that the higher the FOMO, the more favorable consumers’ perceptions of the offered ticket prices, and the greater the tendency for fans to engage in impulsive buying.]]>
Copyrights © 2026
