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Karina Azzahra Harahap, Khairina Tambunan and Faisal Umardani Hasibuan 2026. Analysis of Emotional Attachment and Prestige on Willingness To Pay A Premium Price for K-Pop Merchandise. UPI YPTK Journal of Business and Economics. 11, 3 (Sep. 2026), 110–117. DOI:https://doi.org/10.35134/jbe.v11i3.342.