Analysis of Factors Influencing K-Pop Fans’ Consumptive Behavior

Laily Ramadhani; Agus Sugandha; Agung Prabowo; Diah Paramita Amitarwati; Sukono Sukono

Laily Ramadhani Mathematics Study Program, Mathematics Department, Faculty of Mathematics and Natural Sciences, Universitas Jenderal Soedirman, Purwokerto, Indonesia.
Agus Sugandha Mathematics Study Program, Mathematics Department, Faculty of Mathematics and Natural Sciences, Universitas Jenderal Soedirman, Purwokerto, Indonesia.
Agung Prabowo Universitas Jenderal Soedirman
Diah Paramita Amitarwati Sharia Economics Study Program, Faculty of Islamic Economics and Business, Universitas Islam Negeri Prof. K.H. Saifuddin Zuhri, Purwokerto, Indonesia.
Sukono Sukono Mathematics Department, Faculty of Mathematics and Natural Sciences, Universitas Padjdajaran, Sumedang, Indonesia.

Abstract

Indonesia is celebrated for its cultural diversity, which includes both local traditions and influences from various international cultures. One such culture that has significantly impacted Indonesia is South Korean culture, giving rise to the phenomenon known as Hallyu. Among its many elements, K-pop music has emerged as one of the most beloved aspects of this cultural wave in Indonesia. Fans of K-pop frequently buy a range of products associated with their favorite idols, such as merchandise, which can lead to patterns of excessive and consumptive behavior. This study seeks to explore the factors that affect K-pop fans' purchasing behavior regarding idol merchandise. The participants in this research consist of K-pop fans who follow the X account @coppamagz. The study employs Factor Analysis methodology, utilizing seven variables. The results reveal five key factors that influence the consumptive behavior of K-pop fans when acquiring merchandise. The first factor is shopping preferences, followed by emotional connection as the second factor, product value and aesthetics as the third, exclusivity as the fourth, and social media as the fifth factor.