THE EFFECT OF EMOTIONAL ATTACHMENT AND FANATICISM TOWARDS REPURCHASE INTENTION OFFICIAL LIGHTSTICK “CARATBONG” 3rd VERSION
(Study on K-Pop Fans SEVENTEEN in Indonesia)
DOI:
https://doi.org/10.26740/jim.v12n4.p816-828Kata Kunci:
CARATBONG, Emotional Attachment, Fanaticism, Repurchase Intention, SEVENTEENAbstrak
Penelitian ini bertujuan untuk mengidentifikasi pengaruh emotional attachment dan fanaticism terhadap repurchase intention. Variabel independen dalam penelitian ini adalah emotional attachment dan fanaticism. Sementara variabel dependennya adalah repurchase intention. Populasi penelitian ini adalah fandom grup K-Pop SEVENTEEN (CARAT) di Indonesia. Sampel penelitian disesuaikan dengan studi pengujian pasar yaitu 200 responden. Dengan menggunakan regresi linier berganda, penelitian ini menunjukkan bahwa emotional attachment tidak memengaruhi repurchase intention. Artinya, meskipun emotional attachment tinggi, belum tentu meningkatkan repurchase intention Official Lightstick CARATBONG versi 3. Di sisi lain, fanaticism memiliki pengaruh positif dan signifikan terhadap repurchase intention. Maknanya, jika tingkat fanaticism tinggi, maka niat untuk membeli kembali official lightstick CARATBONG versi 3 akan meningkat. Implikasi praktis dari penelitian ini adalah staf atau karyawan di departemen desain dan pengembangan produk perusahaan harus meninjau setiap desain dan kualitas produk yang dipasarkan, terutama produk yang berkaitan dengan kegiatan pemujaan idola.
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