Pengaruh Fan Loyalty, Pre-Order Benefit, dan Perceived Value terhadap Keputusan Pembelian Album Pleasure pada Komunitas Treasure Maker di Aplikasi X (Twitter)

Abstract

Perkembangan industri K-pop yang pesat telah mendorong tingginya keterlibatan penggemar dalam mendukung idolanya, tidak hanya melalui konsumsi musik digital, tetapi juga melalui pembelian album fisik yang dilengkapi berbagai nilai tambah. Penelitian ini bertujuan untuk menguji pengaruh Fan Loyalty, Pre-Order Benefit, dan Perceived Value terhadap Keputusan Pembelian album Pleasure pada komunitas Treasure Maker di aplikasi X (Twitter). Penelitian ini menggunakan pendekatan kuantitatif. Data dikumpulkan melalui penyebaran kuesioner kepada anggota komunitas Treasure Maker yang aktif di aplikasi X, kemudian dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Sampel penelitian ini terdiri atas 100 responden yang merupakan Treasure Maker. Metode pengambilan sampel menggunakan purposive sampling. Hasil penelitian menunjukkan bahwa Fan Loyalty, Pre-Order Benefit, dan Perceived Value berpengaruh positif dan signifikan terhadap Keputusan Pembelian album Pleasure. Penelitian ini diharapkan dapat memberikan kontribusi bagi perusahaan hiburan dalam merancang strategi pemasaran yang efektif dengan mempertimbangkan karakteristik dan perilaku penggemar K-Pop secara berkelanjutan di industri hiburan. The rapid growth of the K-pop industry has led to high levels of fan engagement in supporting their idols, not only through digital music consumption but also through the purchase of physical albums that offer various added values. This study aims to examine the effects of fan loyalty, pre-order benefits, and perceived value on purchase decisions of the Pleasure album among the Treasure Maker community on the X (Twitter) platform. This research employs a quantitative approach. Data were collected through the distribution of questionnaires to members of the Treasure Maker community who are active on X and were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The research sample consisted of 100 respondents who are Treasure Makers, selected using purposive sampling. The results indicate that fan loyalty, pre-order benefits, and perceived value have a positive and significant effect on purchase decisions of the Pleasure album. This study is expected to contribute to entertainment companies in designing effective marketing strategies by considering the characteristics and behavior of K-pop fans in a sustainable manner within the entertainment industry.