Lebih dari Sekadar Musik: Peran Brand Engagement, Entertainment Experience, Information Experience, dan Fans Community dalam Purchase Intention Album Fisik SEVENTEEN

Nasywa Rihhadatul Aisyi, Erna Listiana, Harry Setiawan, Nur Afifah, Ahmadi Ahmadi

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Penelitian ini menganalisis pengaruh brand engagement, entertainment experience, dan information experience terhadap purchase intention album fisik SEVENTEEN dengan fans community sebagai variabel mediasi. Studi ini dilatarbelakangi oleh tingginya minat penggemar terhadap album fisik K-Pop di tengah dominasi platform digital, yang menunjukkan kuatnya peran faktor psikologis dan sosial dalam perilaku konsumsi penggemar. Data dikumpulkan melalui kuesioner terstruktur yang disebarkan secara daring kepada penggemar SEVENTEEN (Carat) di Indonesia, kemudian dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 3 . Hasil penelitian menunjukkan bahwa brand engagement, entertainment experience, dan information experience berpengaruh signifikan terhadap fans community dan purchase intention. Selain itu, fans community terbukti memediasi hubungan tersebut secara signifikan, di mana interaksi yang menyenangkan, rasa kebanggaan, dan identitas sebagai bagian dari komunitas mampu memperkuat niat beli album fisik. Temuan ini memberikan kontribusi pada pengembangan kajian perilaku konsumen berbasis komunitas merek serta menjadi rujukan bagi strategi pemasaran industri musik, khususnya dalam pengelolaan komunitas penggemar

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DOI: https://doi.org/10.37531/yume.v9i1.11329

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