Abstract

The rise of Southeast Asian pop music, particularly P-Pop, has created a dynamic shift in consumer behavior, with idolization significantly influencing impulsive purchasing decisions among fans. This study analyzes the impulsive buying behaviors of K-pop and P-pop fans from Generation Z in the National Capital Region (NCR). The primary objective is to identify the psychological and marketing factors that drive impulsive buying, particularly regarding merchandise purchases. Using a quantitative research approach, data was gathered from about 400 respondents through a structured questionnaire. The analysis employed Structural Equation Modeling (SEM) to examine the relationships between idol influence, psychological factors, and marketing strategies. The findings reveal that K-pop and P-pop fans exhibit significant impulsive buying behaviors, primarily driven by emotional attachment to idols and effective marketing techniques. Notably, K-pop fans showed higher brand loyalty than their P-pop counterparts, influenced by social media marketing and community dynamics. The study concludes that emotional connections to idols are crucial in driving impulsive purchases, suggesting marketers should focus on strategies that enhance fan engagement. For future research, it is recommended to explore the long-term impact of fandom on consumer behavior and investigate how cultural differences affect purchasing decisions. Expanding the demographic scope beyond Generation Z could provide further insights into the evolving trends in pop culture consumption.