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

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

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


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.


ARMY; aktivitas penggemar; consumer fanaticism; merchandise

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Fadia Aqilla


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