ANALISIS GAYA HIDUP KONSUMTIF PADA PEMBELIAN MERCH KPOP SEBAGAI BENTUK KOMUNIKASI DAN FANATISME PENGGEMAR KEPADA IDOLA (Studi pada Kpopers BTS di Media Sosial X)

The research aims to analyze and uncover how the purchase of merchandise functions both as a form of consumption and as a means of communicating solidarity and fanaticism among fans toward their favorite artists and fellow fans connected through the social media platform X. The study adopts a qualitative approach using phenomenological methods. Data were collected through in-depth interviews with several BTS fans (ARMY) who are active on social media X. Data analysis was carried out using data reduction, data presentation, and conclusion drawing techniques.

The findings reveal that the main motivations behind merchandise purchases are driven by fanaticism, identity-seeking, and the desire for social recognition among fellow fans. Social media X plays a significant role in building a strong fan community and reinforcing emotional bonds and solidarity. Beyond a form of support, fans tend to consume the symbolic value of merchandise more than its actual function, further reinforcing consumerist behavior. Other influencing factors include Korean entertainment industry marketing strategies, social media trends, and the pre-order system that creates product exclusivity. The consumer behavior of BTS fans in purchasing merchandise is driven by emotional, social, and strategic marketing factors from the Korean entertainment industry. It is recommended that fans manage their spending wisely, despite the impact on other essential needs.