Bandung K-Pop Fans’ Consumption Behavior

Abstract

Every K-pop fan has their own special method of expressing their love for their star. They will shell out a ton of cash for their idols' merchandise, including records, concert tickets, and anything else that has to do with their hero. The purpose of this research is to investigate how K-Pop fans in Bandung are influenced by their lifestyle choices and level of financial literacy to make purchasing decisions. This research relied on quantitative techniques. This research employed a purposive selection strategy based on simple random sampling to choose 100 participants for the sample. Multiple linear regression was used for data processing and analysis. The findings reveal that among K-Pop fans in Bandung, financial literacy and lifestyle both have a favorable and substantial impact on buying behavior. Lastly, the results suggest that both factors affect consumption behavior concurrently.