Pengaruh Celebrity Endorsement Boyband BTS Terhadap Purchase Intention Produk BTS Meal McDonald's pada Generasi Z di DKI Jakarta

Shielfani Nur Maulyda, Tasya Fahrunnisaa Nugraha, Ulva Harlina, Nasya Dhila Akbar, Erika Gunawan, Steeven Geraldio B

Abstract

Since the pandemic hit all over the world, many businesses have been affected by the global economy. Business income has decreased, and it is not uncommon for them to go out of business. One company that is experiencing this is McDonald's. According to Kompas.com (2020) through the 2020 pandemic, McDonald's lost 23.9%. McDonald's continues to carry out various product and marketing innovation efforts to survive this pandemic. At the same time, the Korean Wave ranging from music, culture, drama, movies, is also going worldwide. As one of the largest fast-food restaurants in the world, McDonald's is trying to see this as a new opportunity. To increase profits and cover losses in 2020, McDonald's collaborated with the biggest boyband in South Korea, namely BTS. Their collaboration resulted in BTS Meal Products which are estimated to have sold more than two million portions at the beginning of its launch in South Korea. In Indonesia itself, this product went viral on its first day of launch, June 19, 2021, causing large crowds to even close outlets for violating health protocols. Seeing this phenomenon, researchers are interested in looking more deeply into how the influence of Celebrity Endorsement Boyband BTS on Purchase Intention of BTS Meal McDonald's in Generation Z in DKI Jakarta. This study uses quantitative research methods with sampling methods using a purposive sampling technique. The distribution of the questionnaire is targeted at Generation Z in DKI Jakarta, who have interest in K-Pop idols, and know about the BTS Meal product from McDonald's as many as 100 respondents. Based on the test results in this study, it is stated that the Celebrity Endorsement variable has an influence on Purchase Intention or buying interest with a significance value of 0.000.

Keywords

Celebrity Endorsement; Purchase Intention; McDonald’s; Gen Z

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DOI: https://doi.org/10.20961/impresi.v2i2.60306

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