Abstract
Manuscript type: Empirical paper
Research Aims: This study examines the impact of the Korean Wave (Hallyu) fandom in Indonesia, focusing on collaborations between Indonesian companies and K-Pop idols. It aims to understand how fan interactions influence purchasing behavior toward celebrity-endorsed products.
Design/methodology/approach: The research employs Structural Equation Modeling (SEM) to analyze data from 1,016 respondents familiar with collaboration campaigns between Indonesian companies and K-Pop idols. It examines customer-to-customer identification (CCI), customer-to-community identification (CMI), attitudinal engagement, behavioral engagement, attitude toward brand, and attitude toward celebrity.
Research Findings: The findings reveal that CCI is positively linked to CMI and enhances customer attitudinal engagement. Furthermore, CMI significantly impacts both attitudinal and behavioral customer engagement. while attitude toward celebrity predicts purchase intention, attitude toward brand does not. These results highlight the complex dynamics within K-Pop fandoms and their influence on consumer behavior.
Theoretical Contribution/Originality: This study contributes to the literature by providing a deeper understanding of distinct types of fan identification and their impacts on different forms of customer engagement. It underscores the importance of celebrity endorsements in shaping purchase intentions within the context of the Hallyu phenomenon.
Practitioner/Policy Implication: The insights from this research can inform marketing strategies for companies leveraging the popularity of K-Pop idols. Marketers should focus on enhancing fan identification and engagement, particularly leveraging celebrity influence to drive purchase intentions.
Research limitation/Implications: The study is limited to Indonesian fans and specific collaboration campaigns. Future research could expand to other countries and different celebrity endorsements to validate and extend the findings.
Keywords: K-pop, fandom, social identification, customer engagement, purchase intention
Bahasa Abstract
Tipe Manuskrip: Penelitian Empiris
Tujuan Penelitian: Studi ini mengkaji dampak fandom Korean Wave (Hallyu) di Indonesia, dengan fokus pada kolaborasi antara perusahaan Indonesia dan band K-Pop idola. Tujuannya adalah untuk memahami bagaimana interaksi penggemar mempengaruhi perilaku pembelian terhadap produk yang didukung oleh selebriti.
Desain/Metodologi/Pendekatan: Penelitian ini menggunakan Structural Equation Modeling (SEM) untuk menganalisis data dari 1016 responden yang akrab dengan kampanye kolaborasi antara perusahaan Indonesia dan idola K-Pop. Penelitian ini mengkaji identifikasi pelanggan-ke-pelanggan (CCI), identifikasi pelanggan-ke-komunitas (CMI), keterlibatan sikap, keterlibatan perilaku, sikap terhadap merek, dan sikap terhadap selebriti.
Temuan Penelitian: Temuan mengungkapkan bahwa CCI terkait positif dengan CMI dan meningkatkan keterlibatan sikap pelanggan. Selain itu, CMI berdampak signifikan pada keterlibatan sikap dan perilaku pelanggan. Sementara sikap terhadap selebriti memprediksi niat pembelian, sikap terhadap merek tidak memprediksi. Hasil ini menyoroti dinamika kompleks dalam fandom K-Pop dan pengaruhnya terhadap perilaku konsumen.
Kontribusi Teoritis/Orisinalitas: Studi ini berkontribusi pada literatur dengan memberikan pemahaman yang lebih dalam tentang jenis-jenis identifikasi penggemar yang berbeda dan dampaknya pada berbagai bentuk keterlibatan pelanggan. Studi ini juga menekankan pentingnya dukungan selebriti dalam membentuk niat pembelian dalam konteks fenomena Hallyu.
Implikasi Praktis/Kebijakan: Temuan dari penelitian ini dapat menginformasikan strategi pemasaran untuk perusahaan yang memanfaatkan popularitas idola K-Pop. Pemasar harus fokus pada peningkatan identifikasi dan keterlibatan penggemar, khususnya dengan memanfaatkan pengaruh selebriti untuk mendorong niat pembelian.
Keterbatasan/Implikasi Penelitian: Studi ini terbatas pada penggemar di Indonesia dan kampanye kolaborasi tertentu. Penelitian di masa depan dapat diperluas ke negara lain dan dukungan selebriti yang berbeda untuk memvalidasi dan memperluas temuan.
Kata Kunci: K-pop, fandom, identifikasi sosial, keterlibatan pelanggan, niat pembelian
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Recommended Citation
Tertiano, Raffi Fairuza and Salehudin, Imam
(2023)
"Fandom Power: Examining Customer Engagement, Attitudes, and Purchase Intentions in K-Pop Fandom-Brand Collaborations,"
ASEAN Marketing Journal: Vol. 15:
No.
1, Article 2.
DOI: 10.7454/amj.v15i1.1208
Available at:
https://scholarhub.ui.ac.id/amj/vol15/iss1/2
