Analysis of Emotional Attachment and Prestige on Willingness To Pay A Premium Price for K-Pop Merchandise
DOI:
https://doi.org/10.35134/jbe.v11i3.342Keywords:
Emotional Attachment, Prestige, Willingness to Pay a Premium, K-Pop Merchandise, Consumer BehaviorAbstract
The Korean Wave phenomenon has altered global consumer behavior, particularly among fans of Korean music, or K-pop. One form of rising consumer behavior is the purchase of official K-pop merchandise at premium prices. This study aims to analyze the influence of emotional attachment and prestige on the willingness to pay premium prices for K-pop merchandise. Data analysis was conducted using multiple linear regression via SPSS software. The results indicate that emotional attachment has a positive and significant effect on the willingness to pay premium prices; similarly, prestige has a positive and significant effect on the willingness to pay premium prices. Collectively, the two independent variables contribute 57% to the dependent variable.
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