Main Article Content
In 2021 McDonald's will be in the spotlight in Indonesia for collaborating with the international boy group BTS and as a result of this collaboration, McDonald's and BTS released a limited edition menu, namely BTS Meals. High buying interest from fans caused a stir so queues of buyers created a crowd in the midst of the COVID-19 pandemic which had an impact on the temporary closure of several McDonald's outlets in Indonesia. This study aims to determine the effectiveness of co-branding and fanaticism used by McDonald's as a marketing strategy on the BTS Meals collaboration menu. This research is a qualitative research using a phenomenological approach. The determination of informants in this study uses 5 criteria, including relevance, recommendation, rapport, readiness, and reassurance (5R). Furthermore, interviews were carried out in-depth with several ARMY or BTS fans. The results of the study show that fanaticism is the main factor in causing consumer purchase motives on the BTS Meals menu.
Hassan S, Mahrous AA. Nation branding: the strategic imperative for sustainable market competitiveness. J Humanit Appl Soc Sci 2019;1:146–58. https://doi.org/10.1108/jhass-08-2019-0025.
Sugiyono. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta; 2018.
Helaluddin. Mengenal Lebih Dekat dengan Pendekatan Fenomenologi: Sebuah Penelitian Kualitatif. Uin Maulana Malik Ibrahim Malang 2018:1–15.
Fauji DA. Model Adol–Titip: Sebuah Upaya Win–Win Solution Berbasis Kearifan Lokal Pada Pelaku Usaha Mikro Di Kota Kediri. Semin Nas Call Pap FEB Unikama “Peningkatan Ketahanan Ekon Nas Dalam Rangka Menghadapi Persaingan Glob (Vol 320) 2017.
Sofia N. Pengaruh Strategi Co-Branding , Perceived Value Dan Persepsi Pengguna E-Money Pada Masa Pandemi Covid-19 Terhadap Repurchase Intention Universitas Islam Negeri Sunan Ampel Surabaya. 2021.
Aji PR. Pembelian Produk Merchandise Manchester United. https://repository.ipb.ac.id/handle/123456789/94766 2018:78.
Priansa DJ. Perilaku Konsumen. Bandung: Alfabeta; 2017.