FANDOM EFFECT ON FANS PURCHASE DECISION TOWARDS BTS ALBUM: A CONCEPTUAL STUDY

Abstract

Currently, South Korea is very popular for its pop music, which is Korean Pop or “K-Pop”. There are a lot of K-Pop groups and one of them is BTS. BTS’ albums are known to be one of the best-selling in K-Pop, with a total of more than 20 million albums sold in 2020. BTS also has a large number of fans, with Indonesia being one of the top 10 countries that have the highest number of BTS fans. Indonesia also has a BTS fan community that connects BTS fans in the country. However, Indonesia does not seem to contribute a high share in the selling of BTS’ albums, be it physical or digital. Therefore, this conceptual study intends to develop a research framework on the factor affecting purchase decisions on BTS albums. The literature that is used in this conceptual study is limited to literature that is published in 2010 or above. This study contributes to the future researcher to make further research regarding the effect of fan community towards its members’ purchase decision of BTS’ album.