Consumer Fanaticism dalam Mendefinisikan Diri: Studi pada Budaya Konsumsi ARMY atas Merchandise BTS

https://doi.org/10.22146/jmki.71288

Fadia Aqilla Haya(1*), Fariza Yuniar Rakhmawati(2)

(1) Universitas Brawijaya
(2) Universitas Brawijaya
(*) Corresponding Author

Abstract


Baru-baru ini, BTS memperoleh sorotan dari media global sebagai music influencer. Hal tersebut tidak dapat dilepaskan dari kontribusi penggemarnya (ARMY) yang berdedikasi. Bentuk dukungan yang disampaikan oleh ARMY bermacam-macam, mulai dari aktivitas streaming hingga pembelian merchandise. Fenomena pembelian merchandise tersebut ditengarai sebagai bentuk consumer fanaticism. Penelitian ini berfokus untuk melihat bagaimana consumer fanaticism dimaknai dalam diri informan sebagai bagian dari ARMY. Metode yang digunakan yaitu fenomenologi melalui wawancara mendalam dengan 4 penggemar. Hasil penelitian menunjukkan bahwa bentuk consumer fanaticism dimaknai penggemar melalui 3 cara: antusiasme terhadap BTS, keberagaman interaksi ARMY, dan fanatisme atas merchandise BTS.

Keywords


ARMY; aktivitas penggemar; consumer fanaticism; merchandise

Full Text:

Fadia Aqilla


References

Apostolopoulou, A., Papadimitriou, D., Synowka, D., & Clark, J. (2012). Consumption and meanings of team licensed merchandise. Int. J. Sport Management and Marketing, 12 (1/2), 93-110.

AU. (2020, Februari 10). Consumer Fanaticism dalam Mendefinisikan Diri (Studi pada Budaya Konsumsi ARMY atas Merchandise BTS). (F. A. Haya, Interviewer)

BigHit Entertainment. (2018, Januari 24). BTS Daum Fancafe. Retrieved from http://cafe.daum.net/BANGTAN/jbaj/421

Chung, E., Beverland, M. B., Farrelly, F., & Quester, P. (2009). The Dark Side of Consumer Fanaticism. Proceedings of the 2009 Australia and New Zealand Marketing Academy Conference, 1-7.

Chung, E., Beverland, M., Farrelly, F., & Quester, P. (2008). Exploring Consumer Fanaticism: Extraordinary Devotion in the Consumption Context. Advances in Consumer Research, 35, 333-340.

Chung, E., Farrelly, F., Beverland, M. R., & Karpen, I. O. (2017). Loyalty or liability: Resolving the consumer fanaticism paradox. Marketing Theory, 1-28.

Desk, N. (2019, Juni 21). Retrieved from The Jakarta Post: https://www.thejakartapost.com/life/2019/06/21/k-pop-fans-rush-to-buy-new-uniqlo-x-bts-mashup-t-shirts.html

Elfving-Hwang, J. (2019, Juli 2). Retrieved from The Conversation: https://theconversation.com/k-pop-fans-are-creative-dedicated-and-social-we-should-take-them-seriously-119300

Ercis, A., Deveci, F. G., & Turk, B. (2018). Determination of Fanatic Consumer Behavior at The Personality Level. Journal of Global Strategic Management, 81-92.

Fiske, J. (2001). The Cultural Economy of Fandom. In L. A. Lewis, The Adoring Audience: Fan Culture and Popular Media (pp. 30-49). London: Routledge.

Goh, T. (2013, November 26). CNBC. Retrieved from https://www.cnbc.com/2013/11/26/die-hard-fans-drive-k-pops-multi-million-dollar-industry.html

Herman, T. (2018, Mei 13). Retrieved from Forbes: https://www.forbes.com/sites/tamarherman/2018/05/31/7-factors-that-helped-propel-bts-to-no-1-on-the-billboard-200/#499eb23c12a4

Holbrook, M. (1987). An Audiovisual Inventory of Some Fanatic Consumer Behavior: the 25-Cent Tour of a Jazz Collector's Home. Advances in Consumer Research, 144-149.

HQ, S. P. (2019, Januari 22). Retrieved from SBS: https://www.sbs.com.au/popasia/blog/2019/01/22/fabric-softener-brand-sells-out-korea-after-bts-jungkook-mentions-it

Hwang, B. (2019, Maret 3). 인사이트. Retrieved from https://m.insight.co.kr/news/217218

Jeanette, S. P. (2018). Makna Idola dalam Pandangan Penggemar (Studi Komparasi Interaksi Parasosial Fanboy dan Fangirl ARMY Terhadap BTS). Koneksi, 2(2), 393-400.

Jenkins, H. (2005). Textual Poachers: Television Fans and Participatory Culture (Studies in Culture and Communication). London: Routledge.

Ju, H. (2019). Premediating a Narrative of Growth: BTS, Digital Media, and Fan Culture. Popular Entertainment Studies, 10(1-2), 19-33.

Jung, S., & Shim, D. (2014). Social distribution: K-pop fan practices in Indonesia and the 'Gangnam Style' phenomenon. International Journal of Cultural Studies, 17(5), 405-501.

Kim, J. (2018, Oktober 13). Retrieved from The Jakarta Post: https://www.thejakartapost.com/amp/life/2018/10/13/rapidly-expanding-universe-of-bts-merchandise-sweeping-global-market.html

Kim, J. Y., & Ahn, K. M. (2012). Impact of K-pop on Positive Feeling Towards Korea, Consumption Behaviour and Intention to Visit from other Asian Countries. JOURNAL OF THE KOREA CONTENTS ASSOCIATION, 12(1), 516-524.

Kim, S. (2019, Juli 27). 매일경제. Retrieved from http://m.mk.co.kr/news/culture/2019/461981

Koreaboo. (2019, Januari 24). Retrieved from Koreaboo: https://www.koreaboo.com/lists/bts-jungkook-products-sold-free-promotion/

Kwon, C. (2012). Who is Your Bias: The Symbolic Interactions and Social Solidarity of the International K-pop Fan Community. Oregon: Department of Sociology and Anthropology, Linfield College.

Lee, J. (2019, April 2). Retrieved from ASIATODAY: http://www.asiatoday.co.kr/view.php?key=20190328010017414

Lee, J. (2019). BTS and ARMY Culture. Seoul: Communication Books.

Mowen, J. C. (2012). Consumer Behavior Fourth Edition. New Jersey: Prentice-Hall.

Pichler, E., & Hemetsberger, A. (2007). 'Hopelessly Devoted to You': Towards An Extended Conceptualization of Consumer Devotion. Advances in Consumer Research, 34, 194-197.

Reporter, S. (2018, Oktober 9). Retrieved from South China Morning Post: https://www.scmp.com/culture/music/article/2167600/bts-singer-rms-english-skills-criticised-times-bts-army-go-offensive

Romano, A. (2018, Februari 16). Retrieved from Vox: https://www.vox.com/culture/2018/2/16/16915672/what-is-kpop-history-explained

Seo, Y., & Hollingsworth, J. (2019, Oktober 21). Retrieved from CNN World: https://edition.cnn.com/2019/10/12/asia/bts-fandom-army-intl-hnk/index.html

Smith, S., Fisher, D., & Cole, S. J. (2007). The Lived Meanings of Fanaticism: Understanding the Complex Role of Labels and Categories in Defining the Self in Consumer Culture. Consumption Market & Culture, 10(2), 77-94.

Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being Twelfth Edition. England: Pearson.

Song, S. (2019, Mei 11). Retrieved from Paper: http://www.papermag.com/bts-army-suga-dodgers-1-2636828526.html

Thet, N. N. (2019, Juni 21). Retrieved from Mothership: https://mothership.sg/2019/06/bt21-uniqlo-bts-singapore-queue/

Thorne, S. (2011). An exploratory investigation of the theorized levels of consumer fanaticism. Qualitative Market Research: An International Journal, 14(2), 160-173.

Thorne, S., & Bruner, G. (2006). An exploratory investigation of the characteristics of consumer fanaticism. Qualitative Market Research, 9(1), 51-72.

Tinaliga, B. (2018). “At War for OPPA and Identity”: Competitive Performativity among Korean-Pop Fandoms. Master's Projects and Capstones, 768.

Ward, S. (1987). Consumer Behavior. In C. R. Berger, & S. H. Chaffee, Handbook of communication science (pp. 651-674). California: SAGE Publication, Inc.

Williams, J. P., & Ho, S. X. (2015). “Sasaengpaen” or K-pop Fan? Singapore Youths, Authentic Identities, and Asian Media Fandom. Deviant Behavior, 37(1), 81-94.



DOI: https://doi.org/10.22146/jmki.71288

Article Metrics

Abstract views : 3394 | views : 1745

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Jurnal Media dan Komunikasi Indonesia



             

 

   Jurnal Media dan Komunikasi Indonesia (Online ISSN 2721-396X) is published by the Department of Communication Science (DIKOM), Faculty of Social Science and Political Science (FISIPOL), Gadjah Mada University 

 

View My Stats