Pengaruh Keterikatan Konsumen terhadap Motif Pembelian Emosional pada Produk Merchandise K-Pop (Studi Kasus Penggemar KPop Dewasa Awal)

Abstract

This study aims to see the effect of consumer engagement on emotional buying motives on Merchandise Kpop products in Indonesia. A consumer engagement is a positive relationship between a consumer and a product resulting from interaction and good service provided by a company. The subjects in this study were 349 people with the characteristics of Kpop fans aged 18–25 who had made purchases of Merchandise Kpop. The methods used in this study are quantitative methods. The data collection method uses a likert scale, which is the scale of consumer engagement and the scale of emotional buying motives. The data analysis method uses a simple regression analysis method. The results of this study show that there is an influence of consumer engagement on emotional buying motives on Merchandise Kpop products in Indonesia, When viewed from a significant value of 0,000 < 0,005 the study met the criteria with an R square of 0.187 or 18.7%. This shows that the higher the consumer's engagement to Merchandise Kpop products, the stronger the emotional purchase motive of consumers in purchasing Merchandise Kpop products.