ANALISIS PENGARUH ELECTRONIC WORD OF MOUTH, BRAND IMAGE, DAN PERSEPSI HARGA TERHADAP MINAT BELI ALBUM MUSIK SECRET NUMBER DIKALANGAN PENGGEMAR MUSIK KPOP GENERASI Z

Abstract

K-pop music is currently one of the most popular types of music among Indonesians, especially Gen-Z, so that interest in buying music albums among Gen-Z continues to grow along with the increasing influence of digital media and popular culture trends. This study aims to determine the influence of electronic word of mouth, brand image, and price perception on the interest in buying Secret Number's music album among Gen-Z. The sample of this study amounted to 100 respondents. The sampling technique used in this study was the purposive sampling method. The type of data used was primary data obtained through the distribution of online questionnaires using Google Forms. The tests carried out included validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial t-tests, simultaneous f-tests, and coefficient of determination tests. The results of the study indicate that electronic word of mouth, brand image, and price perception simultaneously influence the interest in buying Secret Number's music album among Gen-Z. Partially, these three variables also influence purchase interest, with the price perception variable being the most dominant factor influencing the interest in buying Secret Number's music album among Gen-Z.