<b>Dataset - When Engagement Matters: Investigating the Influence </b><b>of e-WOM and Social Media Marketing on Purchase Intention </b><b>in the K-pop Industry</b>

This dataset contains responses collected from Indonesian K-pop fans to investigate the factors influencing their purchase intention toward K-pop album products. The data were obtained through an online survey distributed across major fan communities in Greater Jakarta area (Jabodetabek), Indonesia between August–September, 2025. It was used in the study titled <i>"When Engagement Matters: Investigating the Influence </i><i>of e-WOM and Social Media Marketing on Purchase Intention </i><i>in the K-pop Industry</i><i>"</i>, which examines the relationship between e-WOM, social media marketing, customer engagement as mediation, and purchase intention in the context of K-pop album consumption.