The Influence of Hedonic Shopping Motivation and Shopping Lifestyle on Impulsive Buying in Official K-Pop Merchandise Purchases (A Study on the Monbebe Community in Indonesia)
viking g-5 Global technological advancements accelerated the spread of Korean culture, creating the Korean Wave.K-pop music is in high demand by the Millennial generation, and fans are very enthusiastic about their idol group merchandise.Buying excessive K-pop merchandise can lead to consumptive behavior, such as impulse buying, which encourages he