Analysis of Factors Affecting NCT Dream Albums Repurchase Intentions (Case Study of Itsminionskr)

Suherni; Khairiyah Kamilah; Siti Jahroh; Alfa Chasanah

doi:10.58915/aset.v4i2.2688

Authors

Suherni IPB University
Khairiyah Kamilah IPB University
Siti Jahroh IPB University
Alfa Chasanah IPB University

DOI:

https://doi.org/10.58915/aset.v4i2.2688

Keywords:

Brand Image, Consumer Satisfaction, Electronic Word of Mouth (EWOM), K-Pop Merchandise, Repurchase Intention

Abstract

The growing phenomenon of K-pop in Indonesia has led to an increase in retail stores selling K-pop merchandise, including albums. One of such retail stores is Itsminionskr, which recorded an increased sale of K-pop idol NCT Dreams’ albums during 2022. This study aims to identify the characteristics of NCT Dream fans in the Itsminionskr store, analyze the effects of service quality, brand image, price perception, and electronic word of mouth (EWOM) on consumer satisfaction, and examine the impact of consumer satisfaction on repurchase intentions at Itsminionskr. The research was conducted in July–August 2023 in Jabodetabek with a sample of 109 respondents. This study used primary and secondary data. Data processing techniques included descriptive analysis and SEM-PLS using SmartPLS4.0. The results showed that the majority of respondents were students who spent <IDR500,000 in one-time album purchase and were dominated by Jakarta domiciles. Service quality, brand image, price perception, and EWOM had a positive and significant effect on customer satisfaction. Brand image was the variable that most influenced consumer satisfaction in Itsminionskr store. Consumer satisfaction had a positive and significant impact on repurchase intentions in Itsminionskr store.

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