Pengaruh Emotional Attachment dan Brand Loyalty terhadap Consumer Well-Being di Kalangan Kolektor Photocard K-Pop

Abstract

The phenomenon of collecting K-Pop photocards has become increasingly popular among fans, not only as a form of material consumption but also as an activity with significant emotional and social meaning. Collectors generally demonstrate emotional attachment to idols and the products that represent them, as well as loyalty to official photocards released by idol agencies. This study aims to determine the influence of Emotional Attachment and Brand Loyalty on Consumer Well-Being (CWB) among K-Pop photocard collectors. This research employed a quantitative design with a causal-comparative approach. The instruments used were Likert-type scales measuring Emotional Attachment, Brand Loyalty, and Consumer Well-Being. Data were collected through a Google Form questionnaire from 385 respondents selected using purposive sampling. Data were analyzed using multiple linear regression. The results showed that Emotional Attachment had a positive and significant effect on CWB, as did Brand Loyalty. Simultaneously, both variables had a significant effect on CWB with a contribution of 57.1%. This indicates that emotional attachment and brand loyalty contribute to enhancing consumer well-being. The implications of this study are to provide information regarding the influence of emotional attachment and brand loyalty on consumer well-being among K-Pop photocard collectors, as well as to provide recommendations for the entertainment industry and idol agencies in designing merchandise strategies that not only strengthen loyalty but also support fans’ well-being.