EMPIRICAL STUDY ON THE INFLUENCE OF PRODUCT DESIGN AND EMOTIONAL BRAND ON PURCHASE DECISIONS

The K-pop industry has undergone tremendous development in the past two decades, making it one of the most influential global cultural phenomena. K-pop has not only managed to capture the attention of fans in South Korea but also around the world. This popularity has not only increased the number of fans, but it has also created a significant market for merchandise, from albums and clothing to accessories related to idols. This sample research was carried out using the purposive sampling criteria technique, namely Fandom Seventeen (Carat) in Medan City, with as many as 71 respondents. The results of the research are as follows: 1. Product design and emotional branding have a positive impact on purchasing decisions. 2. H0 is rejected, meaning that product design and emotional branding have a positive and significant impact on the purchase decision of Seventeen merchandise.