The growth of K-Pop artists globally in this digital era has brought interest in how a K-Pop physical album in the K-Pop industry is still the leading interest for fans and artists themselves. The purpose of this study is to examine the impact of fanaticism, perceived value, and consumer spending self-control variables as the moderating variable towards willingness to pay in purchasing K-Pop physical albums. The data for this study was gathered via an online survey distributed to K-Pop Indonesian fan-base on social media, which was then processed and analyzed using the Partial Least Square Structural Equation Modeling (PLS-SEM) approach. The study's findings show that fanaticism and perceived value have a positive effect on willingness to pay for K-Pop physical albums. Meanwhile, consumer spending self-control as a moderating variable of fanaticism and perceived value moderated only fanaticism towards willingness to pay.