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"Pesatnya akses internet di Indonesia membuka kesempatan masyarakat untuk mengeksplorasi dan menikmatiberbagai topik dan minat. Eksposur dinamis media digital melalui algoritme ini menciptakan penggemar yangmempraktikkan budaya fandom. Sementara penelitian sebelumnya berfokus pada bagaimana sosok budayapartisipatif melalui para penggemarnya bekerja pada budaya fandom, Liang dan Shen (2016) secara unikmeneliti lebih lanjut peran budaya fandom pada model bisnis bagi publik yang mereka minati secara signifikan;Fan Economy. Di sini, penelitian ini akan secara eksplisit mengkaji fenomena sukses besar dan terbaru daripenggemar dan pemasaran di Indonesia, yaitu penjualan BTS Meal, yaitu menu kolaborasi antara Bangtan Boys(BTS) dan McDonald. Penelitian ini ingin melihat efektivitas budaya penggemar dengan mengikuti bagaimanaFan Economy mengiringi konsumen atau perjalanan pembelian penggemar melalui Model Perkembangan dariHierarki Efek. Metodologi yang digunakan ada analisa kuantitatif dari hasil survey.

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The rapid accessibility of the internet in Indonesia exposed the public to explore and enjoy various subjects

and interests. This dynamic exposure of the digital media through algorithms creates fans that are

practising fandom culture. While previous research focuses on how the figure of participatory culture

through its fans labour on fandom culture, Liang and Shen (2016) uniquely further examining the role of

fandom culture on the business model for the public they have significant interest; fan economy. Here, the

research will explicitly examine the latest and massive success of fan and marketing phenomenon in

Indonesia, which is the sale of BTS Meal, i.e. the collaboration menu between Bangtan Boys (BTS) and

McDonald. The research would like to see the effectiveness of fan culture by following how the fan

economy accompanies the consumer or the fan buying journey through the Developed Hierarchy of effect

model. The methodology of collecting data will involve analysis of quantitative research from survey responds."

"The rapid accessibility of the internet in Indonesia exposed the public to explore and enjoy various subjects and interests. This dynamic exposure of the digital media through algorithms creates fans that are practising fandom culture. While previous research focuses on how the figure of participatory culture through its fans labour on fandom culture, Liang and Shen (2016) uniquely further examining the role of fandom culture on the business model for the public they have significant interest; fan economy. Here, the research will explicitly examine the latest and massive success of fan and marketing phenomenon in Indonesia, which is the sale of BTS Meal, i.e. the collaboration menu between Bangtan Boys (BTS) and McDonald. The research would like to see the effectiveness of fan culture by following how the fan economy accompanies the consumer or the fan buying journey through the Developed Hierarchy of effect model. The methodology of collecting data will involve analysis of quantitative research from survey responds.

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Pesatnya akses internet di Indonesia membuka kesempatan masyarakat untuk mengeksplorasi dan menikmati berbagai topik dan minat. Eksposur dinamis media digital melalui algoritme ini menciptakan penggemar yang mempraktikkan budaya fandom. Sementara penelitian sebelumnya berfokus pada bagaimana sosok budaya partisipatif melalui para penggemarnya bekerja pada budaya fandom, Liang dan Shen (2016) secara unik meneliti lebih lanjut peran budaya fandom pada model bisnis bagi publik yang mereka minati secara signifikan; Fan Economy. Di sini, penelitian ini akan secara eksplisit mengkaji fenomena sukses besar dan terbaru dari penggemar dan pemasaran di Indonesia, yaitu penjualan BTS Meal, yaitu menu kolaborasi antara Bangtan Boys (BTS) dan McDonald. Penelitian ini ingin melihat efektivitas budaya penggemar dengan mengikuti bagaimana Fan Economy mengiringi konsumen atau perjalanan pembelian penggemar melalui Model Perkembangan dari Hierarki Efek. Metodologi yang digunakan ada analisa kuantitatif dari hasil survey."

"Fandom atau penggemar kini sudah memiliki daya beli yang kuat dalam pasar. Croffle merupakan makanan yang menjadi tren pada tahun 2020 hingga 2021 yang pada awalnya diangkat oleh beberapa artis Korea melalui platform media sosial. Penelitian ini bertujuan untuk mencari tahu pengaruh fan economy melalui electronic word-of-mouth terhadap purchase intention konsumen croffle di Jakarta. Penelitian ini dilakukan pada 60 responden yang merupakan penggemar Korea berusia 18-35 tahun yang berdomisili di Jakarta dengan menyebarkan kuesioner daring. Hasil utama dalam penelitian ini menunjukkan bahwa fan economy melalui electronic word-of-mouth memengaruhi purchase intention konsumen croffle di Jakarta. Fandom terbukti dapat memengaruhi minat beli konsumen melalui electronic word-of-mouth di Instagram. Namun, terdapat limitasi dalam penelitian ini terkait metode dan lingkup penelitian yang bisa dikembangkan dalam penelitian selanjutnya.

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Fandom or fans now have a strong purchasing power in the market. Croffle is a food that is becoming a trend from 2020 to 2021 which was originally raised by several Korean artists through social media platforms. This study aims to find out the influence of the fan economy that mediated through electronic word-of-mouth on the purchase intention of croffle consumers in Jakarta. This research was conducted on 60 respondents who are Korean fans aged 18-35 years who live in Jakarta by distributing online questionnaires. The main results in this study indicate that the fan economy that mediated through electronic word-of-mouth affects the purchase intention of croffle consumers in Jakarta. Fandom is proven to be able to influence consumer buying interest through electronic word-of-mouth on Instagram. However, there are limitations in this study related to the method and scope of research that can be developed in further research."