THE INFLUENCE OF PRICE PERCEPTION, PROMOTION, AND PRODUCT QUALITY ON THE PURCHASE INTEREST OF K-POP MERCHANDISE THROUGH E-COMMERCE

Abstract

KLOSS is a K-Pop fan community that brings together various K-Pop fandoms
in Surabaya. The K-Pop fans who are part of KLOSS naturally utilize e
commerce platforms to purchase various merchandise products for their own
satisfaction. The greater their interest in K-Pop, the higher their desire to buy
K-Pop merchandise. This study aims to examine the influence of perceived
price, promotion, and product quality on the interest in purchasing K-Pop
merchandise through e-commerce, with a case study focused on the K-Pop fan
community within KLOSS Surabaya. The research employed is quantitative in
nature. A sample size of 246 was determined using the Slovin formula, with the
samples drawn from K-Pop fans in the KLOSS Surabaya community who had
purchased K-Pop merchandise via e-commerce. The sampling technique used
was simple random sampling. Data collection was conducted through a
questionnaire, and the instrument was tested using validity and reliability
assessments. The data analysis method employed is multiple linear regression.
Classical assumption tests include the Normality Test, Multicollinearity Test,
and Heteroscedasticity Test. Hypothesis testing was conducted using the t-test
and R² test. The results of the F-test indicate that Price Perception (X₁),
Promotion (X₂), and Product Quality (X₃) collectively have a significant effect
on the interest in purchasing K-Pop merchandise. Meanwhile, the t-test results
reveal that: (1) Price Perception has a significant effect on the interest in
purchasing K-Pop merchandise, (2) Promotion has a significant effect on the
interest in purchasing K-Pop merchandise, and (3) Product Quality has a
significant effect on the interest in purchasing K-Pop merchandise.