The Effect of Co-Branding and Brand Equity Mcdonalds X BTS on Purchase Intention of BTS Meal Products

Ghina Zhafira Roscha; Angelia Angelia; Nathaniel Bintang Mahaputra

doi:10.26858/pbar.v4i1.33341

The Effect of Co-Branding and Brand Equity Mcdonalds X BTS on Purchase Intention of BTS Meal Products

Ghina Zhafira Roscha^(1*), Angelia Angelia⁽²⁾, Nathaniel Bintang Mahaputra⁽³⁾,

(1) LSPR Communcation & Business Institute, Jakarta, Indonesia
(2) LSPR Communcation & Business Institute, Jakarta, Indonesia
(3) LSPR Communcation & Business Institute, Jakarta, Indonesia
(*) Corresponding Author

DOI: https://doi.org/10.26858/pbar.v4i1.33341

Abstract

This study discusses the effect of co-branding and brand equity of the BTS Meal product which is the result of the collaboration of the McDonalds serving company with the famous music group BTS. BTS Meal has become a very popular product, especially in Indonesia through campaign activities carried out by ARMY as a fandom of BTS. BTS Meal has received various responses from consumers regarding the uniqueness of the product, especially in the packaging of the product. The method used in this research is library research, where the researcher uses sources based on the literature to discuss the effects caused by the BTS Meal co-branding product and the applied brand equity. The results and discussion in this study indicate that the influence of branding between the two companies before the implementation of co-branding greatly affects the popularity of BTS Meal products. Through digital marketing and campaigns carried out by ARMY, BTS Meal has become a best-selling product in the market. In addition, the popularity of this product is influenced by its brand equity by displaying the uniqueness of the packaging and the combination of the McDonalds and BTS logos. With the influence of the popularity of BTS Meal products and their brand equity, it affects the purchase intention of consumers to buy BTS Meal products based on the preferences made by ARMY on social media. The conclusion of this study shows that there is a very significant effect between co-branding and BTS Meal brand equity on consumers' purchase intentions.

Keywords

BTS Meal; Co-Branding; Brand Equity; Purchase Intention

Full Text:

PDF

References

Abbes, C. (2019). Online digital media practices on Twitter by Korean pop idol BTS and fans: A case on BTS (방탄소년단) and their fans. M.A. thesis, Dept. Informatics and Media, Uppsala Univ., Uppsala, Sweden, [Online]. Available: https://www.divaportal.org/smash/get/diva2:1334673/FULLTEXT01. Pdf

Bentley, A. (2007). Culinary Other. London: Polity Press.

Chang, W. & Park, S.E. (2019). The fandom of Hallyu, a tribe in the digital network era: The case of ARMY of BTS. Kritika Kultura, vol. 32, pp. 260–287. DOI: 10.13185/KK2019.03213.

Davcik, N., & Sharma, P. (2015). Impact of Product Differentiation, Marketing Investments and Brand Equity on Pricing Strategies: A Brand Level Investigation. European Journal of Marketing. 49. 760-781. 10.1108/EJM-03-2014-0150.

Febrian, R. dan Mahabarata, Y. (2020, Mei 08). How McDonald's Revolutionized Modern Fast-Food Restaurants [Web Page]. Diakses dari https://voi.id/en/memori/5647/howhttps://voi.id/en/memori/5647/how-mcdonalds-revolutionized-modern-fast-food-restaurantsmcdonalds-revolutionized-modern-fast-food-restaurants.

Helmig, B., Huber, J., & Leeflang, P. (2008). Co-Branding: The State of the Art. Schmalenbach Business Review. 60. 359 - 377. 10.1007/BF03396775.

Herminingrum, S. (2020). A Cultural Dimension of American-Indonesian “Fast Food Diplomacy”. Jurnal Humaniora. 32(1). 1-9.

Hultink, E.J. (2010), The Impact of the Corporate Mind-set on New Product Launch Strategy and Market Performance. Journal of Product Innovation Management, 27: 220-

https://doi.org/10.1111/j.1540-5885.2010.00711.x

Kaiser, F. & Gutscher, H. (2003). The Proposition of a General Version of the Theory of Planned Behavior: Predicting Ecological Behavior. Journal of Applied Social Psychology. 33. 10.1111/j.1559-1816.2003.tb01914.x.

Keller, K.L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New Jersey: Prentice Hall.

Kelly, G., Kopka, U., Küpper, J., & Moulton, J. (2018). Consumer Packaged Goods The new model for consumer goods. McKinsey & Company.

Li, T. (2021, Jun 19). BTS x McDonald’s Become Overwhelming [Web Page]. Diakses dari https://medium.com/marketing-in-the-age-of-digital/bts-x-mcdonalds-becomeoverwhelming-a804c5b1b8cf

McLaren, C., & Jin, D.Y. (2020). “You Can’t Help But Love Them”: BTS, Transcultural Fandom, and Affective Identities. Korea Journal, 60, 100-127.

Moleong, L. J. (2010). Metodologi Penelitian Kualitatif. Bandung: Remaja Rosdakarya Mostafa, M. (2009). Shades of green: A psychographic segmentation of the green consumer in Kuwait using self-organizing maps. Expert Systems with Applications. 36. 11030-11038.

1016/j.eswa.2009.02.088.

Nazir. (2005). Metode Penelitian. Bogor: Ghalia Indonesia.

Parc, J., & Kim, Y. (2020). Analyzing the Reasons for the Global Popularity of BTS: A New Approach from a Business Perspective. Journal of International Business and Economy. 21. 15-36. 10.51240/jibe.2020.1.2.

Shahri, M. (2011). The Effectiveness of Corporate Branding Strategy in Multi-Business Companies. Australian Journal of Business and Management Research. 1. 10.52283/NSWRCA.AJBMR.20110106A06.

Singer, N.G. & Hidayat, Z. (2021). Influencing Factors in Fans’ Consumer Behavior: BTS Meal Distribution in Indonesia. Journal of Distribution Science. 19 (9). 113-123.

Wielki, J. (2020). Analysis of the Role of Digital Influencers and Their Impact on the

Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development. Sustainability, 12(17), 7138. MDPI AG. Retrieved from http://dx.doi.org/10.3390/su12177138

Yoon, K. (2020). Digital Mediascapes of Transnational Korean Youth Culture. New York: Routledge