Perilaku Solidaritas Penggemar ARMY (Studi Kasus BTS Meal)

Abstract

The emergence of Korean Pop culture is getting easier for us to access, especially because of technological advances around us. The emergence of boy/girl band groups is the result of K- Pop culture itself. Not a few teenagers who idolize several boy/girl band groups from Korea. This study discusses the solidarity behavior of fans of the South Korean boyband, Bangtan Boys or "BTS". The purpose of this research is to be able to describe the process of fandom activity related to fan solidarity behavior in the Brand Collaboration McDonald's X BTS: BTS Meal. This study uses several theories and concepts such as Marketing Communication, Collaboration Branding (Co-Branding), and Fandom Activity. This study uses a qualitative research approach with a case study method. Research data were obtained through interviews and observations, with three informants, documentation and literature studies. The results of this study state that ARMY in Indonesia has very high enthusiasm in welcoming the BTS Meal collaboration product. The solidarity activity that emerged in the BTS Meal phenomenon was motivated by ARMY's gratitude and respect for online drivers who helped enliven the BTS Meal event by willingly standing in line for hours. The existence of a solidarity movement through raising donations by ARMY in Indonesia has become a fandom culture for them.

Budaya Korean Pop semakin mudah diakses terlebih karena kemajuan teknologi. Kemunculan boy/girl grup band merupakan hasil dari kebudayaan K-Pop sendiri. Tidak sedikit remaja yang mengidolakan beberapa boy/girl grup band asal Korea tersebut. Penelitian ini membahas mengenai perilaku solidaritas penggemar boyband asal Korea Selatan, Bangtan Boys atau “BTS”. Tujuan dari penelitian ini adalah mendeskripsikan proses fandom activity terkait perilaku solidaritas penggemar dalam Brand Collaboration McDonald’s X BTS: BTS Meal. Penelitian ini menggunakan beberapa teori dan konsep seperti komunikasi pemasaran, collaboration branding (Co- Branding), serta fandom activity. Penelitian ini menggunakan pendekatan penelitian kualitatif dengan metode studi kasus. Data penelitian diperoleh melalui kegiatan wawancara dan observasi dengan tiga informan, dokumentasi dan studi literatur. Hasil penelitian ini menyatakan bahwa ARMY di Indonesia memiliki antusias yang sangat tinggi dalam menyambut produk kolaborasi BTS Meal. Kegiatan solidaritas yang muncul dalam fenomena BTS Meal dilatarbelakangi oleh rasa terima kasih dan respect ARMY terhadap sopir aplikasi online (driver ojek online) yang turut meramaikan event BTS Meal dengan rela mengantre selama berjam-jam. Adanya gerakan solidaritas melalui penggalangan donasi oleh ARMY di Indonesia sudah menjadi suatu budaya fandom.