Pengaruh Self-Congruity dan Experiential Value Pembelian Merchandise K-Pop terhadap Consumer Well-Being di Kalangan K-Popers

Abstract

The phenomenon of popular culture such as K-Pop has shaped unique consumption patterns, particularly in the purchase of merchandise by its fans. One of the factors believed to influence consumer well-being in this context is the presence of self-congruity and experiential value among K-Popers. This study aims to examine whether self-congruity and experiential value in purchasing K-Pop merchandise have an impact on consumer well-being among K-Pop fans. A quantitative approach with an explanatory design was employed, involving 388 respondents selected through purposive sampling. Data were collected using questionnaires based on consumer well-being, self-congruity, and experiential value scales. The data were analyzed using multiple linear regression. The results indicate that self-congruity and experiential value have a positive influence on consumer well-being among K-Popers. These findings emphasize that the alignment between personal identity and product image, as well as enjoyable emotional experiences from merchandise consumption, can enhance the satisfaction and self-fulfillment of K-Pop fans. This study provides implications for entertainment and marketing industries to consider psychological aspects of consumers in designing product strategies and branding that align with the consumers self-identity.