Pengaruh Emotional Attachment dan Fanaticism terhadap Repurchase Intention Official Lightstick “CARATBONG” Versi 3 (Studi pada Penggemar K-Pop SEVENTEEN di Indonesia)

The Effect of Emotional Attachment and Fanaticism towards Repurchase Intention Official Lightstick "CARATBONG" 3^rd Version (Study on K-Pop Fans SEVENTEEN in Indonesia)

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 juga akan meningkat. Implikasi praktis dari penelitian ini adalah pelaku usaha harus meninjau kembali setiap desain dan karakteristik dari produk yang dipasarkan, terutama produk yang berkaitan dengan kegiatan fangirling, seperti merchandise yang akan dipasarkan pada CARAT diupayakan memiliki warna rosequartz dan serenity karena warna tersebut merupakan warna resmi dari Grup K-pop SEVENTEEN.

This research attempts to identify the effect of emotional attachment and fanaticism on repurchase intention. The independent variables of this research are emotional attachment and fanaticism. Meanwhile, the dependent variable is repurchase intention. The population of this research is K-Pop group SEVENTEEN’s fandom (CARAT) in Indonesia. The sample was adjusted to a market testing study, consists of 200 respondents. Using multiple linear regression, this research finds that emotional attachment doesn’t affect repurchase intention. This means that even if emotional attachment is high, it does not necessarily increase repurchase intention of the 3^rd Version of Official Lightstick CARATBONG. On the other hand, fanaticism has a positive and significant effect on repurchase intention. This means that if the level of fanaticism is high, the intention to repurchase the 3^rd version of Official Lightstick CARATBONG product will increase. The practical implication of this research is business owner must review every design and characteristic of the products they will market, especially those related to fangirling activities, like merchandise to be marketed to CARAT should strive to feature rosequartz and serenity colors, as these are the official colors of the K-pop Group SEVENTEEN.