UNVEILING THE FACTORS INFLUENCE ON BLACKPINK'S REPURCHASE INTENTION: A STUDY OF ADVANCED CONSUMER BEHAVIOR PATTERNS

Abstract

The "Halyu" phenomenon is growing rapidly and significantly on the app that used to be called Twitter. One of the most popular girl bands is Blackpink, which successfully held a concert in 2023 in Jakarta. Therefore, merchandise of girl bands and boy bands from South Korea has been bought by many people, with the sale of photobooks or photo cards, posters, and stickers being the three types of merchandise most owned by K-pop fans in Indonesia with the population of generation Z and Millennials being the most fans with middle to lower economic conditions. However, fans Blackpink which is BLINK is willing to spent 5 million rupiah. Indonesia has the highest number of Blackpink fans on YouTube, for this reason, it is necessary to have a study that investigates the factors that can influence repurchase intentions on Blackpink"™s merchandise in several cities, such as Pontianak, Jakarta, Bandung, and Yogyakarta. Data analysis using SPSS Ver.25 software, which is divided into descriptive analysis, validity test, reliability test, classical assumption test consisting of normality test, multicollinearity test, heteroscedasticity test, linearity test, then continued with multiple linear regression test, partial test (T-test), simultaneous test (F-test) and coefficient of determination test (R2). The results of this study found that brand awareness (X1) and brand image (X2) insignificantly affect repurchase intention and two other variables, such as Korean Wave (X3) and product quality (X4) has significant and positive influences on Blackpink"™s merchandise repurchase intention. All independent variables affect positively and significantly simultaneously.