Determinants of BLACKPINK’s Repurchase Intention in Selected Capital Provinces of Indonesia

Abstract

This study investigates the factors influencing the repurchase intention of BLACKPINK’s official merchandise. Over the past two decades, the Korean Wave (Hallyu) has experienced rapid growth, with Indonesia ranking first among 20 countries in terms of K-pop fandom size. Despite this, only 30% of K-pop fans in Indonesia own merchandise and are typically willing to spend up to 2 million rupiah annually. Notably, BLACKPINK fans demonstrate a higher purchasing power, with an average annual expenditure of 5 million rupiah solely on official merchandise. Using purposive sampling, this study targeted Indonesian citizens aged 15 to 24 who have purchased official BLACKPINK merchandise and reside in four major provincial capitals: Jakarta, Yogyakarta, Bandung, and Pontianak. The findings reveal that brand awareness and brand image have a positive but statistically insignificant impact on repurchase intention. In contrast, the influence of the Korean Wave and product quality are both positive and statistically significant. These results offer valuable insights into the key factors that drive or hinder consumers' intentions to repurchase BLACKPINK merchandise. Based on the findings, it is recommended that official sellers prioritize enhancing product quality and leveraging the appeal of the Korean Wave to effectively increase repurchase intentions.