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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)

Global technological advancements accelerated the spread of Korean culture, WALLET 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 hedoni

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