Shopping simulation: BTS army hyper-reality on the Tokopedia marketplace
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Keywords:
buying behaviour, fandom, simulation, simulacra
Abstract
This paper explores the phenomenon of hyperreality within the context of online shopping and fandom culture, focusing specifically on the vibrant and dedicated fanbase of the popular South Korean boy band BTS, known as the BTS Army. Drawing upon the virtual marketplace of Tokopedia as a case study, we investigate the unique and immersive shopping experiences created by the BTS Army as they engage with merchandise related to their favourite band. Qualitative content analysis with Baudrillard Theory perspectives is used to unravel the complexities of the BTS Army's consumer behaviour, purchasing patterns, and collective interactions within this simulated environment. The findings demonstrate that the Tokopedia marketplace is a hub for the BTS Army, where fans navigate a hyperreal shopping landscape infused with emotional connections, shared meanings, and transformative experiences. Through acquiring and displaying BTS-related merchandise, fans construct and reinforce their identities, cultivate a sense of belonging, and participate in a hyperreal world that blurs the boundaries between fandom and consumer culture. It provides insights for marketers, platform operators, and researchers into the dynamics of hyperreal fandom-driven markets, emphasising the significance of emotional engagement, community building, and immersive experiences for capturing the attention and loyalty of dedicated fan communities.
References
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Bernhaupt, R. (2020). Social Media – A Systemic Change Perspective. In IFIP Advances in Information and Communication Technology (Vol. 555). https://doi.org/10.1007/978-3-030-64246-4_10
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Cayaban, C. J. G., Prasetyo, Y. T., Persada, S. F., Mariñas, K. A., Nadlifatin, R., Borres, R. D., & Gumasing, Ma. J. J. (2023). Factors Affecting Filipino Consumer Behavior with Korean Products and Services: An Extended Theory of Planned Behavior Approach. Sustainability, 15(5), 4477. https://doi.org/10.3390/su15054477
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Mohammed, R. J., Magtoof, S. R., & Hussein, J. K. (2022). Baudrillard's Theory of Simulation and Death of Real in Buried Child by Sam Shepard. Zien Journal of Social Sciences and Humanities, 11, 34–39.
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Park, J. H., Kim, K. A., & Lee, Y. (2022). Theorising the Korean Wave| Netflix and Platform Imperialism: How Netflix Alters the Ecology of the Korean TV Drama Industry. International Journal of Communication, 17, 20.
Prawesthi, A. A. A. U. (2020). Celebrity worship behavior pada fans K-Pop Idol BTS (방탄소년단) (Issue 2015).
Putra, A. A., & Jusnita, R. A. E. (2018). Komunikasi dan Identitas Budaya Populer pada Komunitas Korea Lovers Surabaya. Jurnal Kajian Media, 2(1). https://doi.org/10.25139/jkm.v2i1.842
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Shyfa Mourizka Nadia, P. A. (2021). Pengaruh Brand Ambassador BTS KPOP Terhadap Keputusan Pembelian di Tokopedia. Banking & Management Review, 10(1).
Susilo, D., & Hui Chen, L. (2023). Model of Persuasive Communication for Russian Tourists on Handle of Digital Nomad. International Journal of Research and Review, 10(5), 415–424. https://doi.org/10.52403/ijrr.20230549
Taghiyari, R., Ardalani, H., & Davoodi Rokanabadi, A. (2022). Reviewing Baudrillard's Simulacrum Theory in Azadeh Akhlaghi's Photographs. Paykareh, 11(28), 84–95.
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Triary Hardy, M., & Susilo, D. (2022). Jakarta's urban culture representation on social media @jakarta_tourism: A semiotics analysis. Simulacra, 5(1), 29–43. https://doi.org/10.21107/sml.v5i1.13648
Wijaya, N. P. N. P., Hambali, A. G., Fikriyya, R. F., Aulia, N., Damayanti, N., & Sari, N. R. (2021). The influence of Viral Marketing on social media and Online Community on Purchasing Decision in the Pandemic Era (Case Study of BTS Meal McDonald's Product, Bandung Area). Review of International Geographical Education Online, 11(February).
Yasmeen, G. (2000). Not 'from scratch': thai food systems and 'public eating.' Journal of Intercultural Studies, 21(3). https://doi.org/10.1080/07256860020007494
Yilmaz, Y. (2023). Simulation of violence on television and real lives turned into show.
Zayusman, F., & Septrizola, W. (2019). Pengaruh Hedonic Shopping Value dan Shopping Lifestyle Terhadap Impulse Buying pada Pelaggan Tokopedia di Kota Padang. Jurnal Kajian Manajemen Dan Wirausaha, 1(1).
Antony, S., & Tramboo, I. A. (2020). Hyperreality in Media and Literature: An Overview of Jean Baudrillard's Simulacra and Simulation. European Journal of Molecular & Clinical Medicine, 07(10).
Ayundari, K. W., & Perbawani, P. S. (2021). Dinamika Online Persona Akun Anonim Twitter Penggemar KPop. Jurnal Media Dan Komunikasi Indonesia, 2(1), 40. https://doi.org/10.22146/jmki.63068
Baudrillard, J. (1994). Simulacra and Simulation. University of Michigan Press.
Baudrillard, J. (2020). Simulacra and Simulations. In The New Social Theory Reader. https://doi.org/10.4324/9781003060963-37
Bernhaupt, R. (2020). Social Media – A Systemic Change Perspective. In IFIP Advances in Information and Communication Technology (Vol. 555). https://doi.org/10.1007/978-3-030-64246-4_10
Capistrano, E. P., Patent, M., & Bergania-De Vega, T. (2022). Exploring Fan Passions Driving Consumer Engagement: The Case of Philippine K-pop and K-drama Fans. Kritika Kultura, 0(39), 97–133. https://doi.org/10.13185/KK2022.003904
Cayaban, C. J. G., Prasetyo, Y. T., Persada, S. F., Mariñas, K. A., Nadlifatin, R., Borres, R. D., & Gumasing, Ma. J. J. (2023). Factors Affecting Filipino Consumer Behavior with Korean Products and Services: An Extended Theory of Planned Behavior Approach. Sustainability, 15(5), 4477. https://doi.org/10.3390/su15054477
Davymuka, S., & Fedulova, L. (2020). Art-market in the economic system of a state and its regions. Socio-Economic Problems of the Modern Period of Ukraine, 2(142). https://doi.org/10.36818/2071-4653-2020-2-1
Fataron, Z. A. (2020). Online Impulse Buying Behaviour: Case Study On Users Of Tokopedia. Journal of Digital Marketing and Halal Industry, 1(1). https://doi.org/10.21580/jdmhi.2019.1.1.4762
Hasna, S. (2021). Dominasi Korean Hallyu Dalam Konteks Strukturasi Di Industri Budaya. Jurnal Komunikasi, 12(2). https://doi.org/10.31294/jkom.v12i2.7415
Hidayat, M. (2012). Menggugat modernisme; Mengenali Rentang Pemikiran Postmodernisme Jean Baudrillard. Jalasutra.
Hikmawan, M. D., & Azwar, A. F. A. (2020). Fashion Branding Dalam Narasi Simulacra dan Simulasi (Penggunaan Brand “Nike” dalam Menentukan Status Sosial di Masyarakat). Journal of scientific communication (JSC), 1(1). https://doi.org/10.31506/jsc.v1i1.7768
Houston, H. R. (2004). Other mothers: framing the cybernetic construction(s) of the postmodern family. Consumption Markets & Culture, 7(3). https://doi.org/10.1080/1025386042000271333
Indah, R. M., & Rachman, R. S. (2020). Pengaruh Personal Branding dan Citra Merek Terhadap Keputusan Pembelian (Studi Kasus Kuantitatif BTS dan Album Love Yourself pada Fandomnya Army Bandung). Buana Komunikasi (Jurnal Penelitian Dan Studi Ilmu Komunikasi), 1(1). https://doi.org/10.32897/buanakomunikasi.2020.1.1.537
Kim, Y. (2013). The Korean wave: Korean media go global. In The Korean Wave: Korean Media Go Global. https://doi.org/10.4324/9781315859064
Kłosiński, M. (2022). Jean Baudrillard (1929–2007). In Fifty Key Figures in Cyberpunk Culture (pp. 19–23). Routledge.
Liu, M., Shin, Y., & Tan, S. (2021). K-Pop, Conquered the Univers. The Washington Post.
Maclaran, P. (2020). Postmodern Consumption. In The Blackwell Encyclopedia of Sociology. https://doi.org/10.1002/9781405165518.wbeosp065.pub2
Mastan, I. A., & Christianto, C. (2021). Penerapan Social Network Analysis Dalam Menganalisis Kerjasama Tokopedia Dengan Boyband Korea BTS. BIP’s JURNAL BISNIS PERSPEKTIF, 13(1). https://doi.org/10.37477/bip.v13i1.200
Michalski, D. (2020). Strategic risk of hyperreality in global markets. Case of balanced scorecard risk adjusting. Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie, 21(1). https://doi.org/10.5604/01.3001.0014.1232
Mohammadi Vakil, M. (2023). A Look at the Definition of Meaning and Reality in the Opinion of Baudrillard and its Reflection on the Postmodern Art. Glory of Art (Jelve-y Honar) Alzahra Scientific Quarterly Journal.
Mohammed, R. J., Magtoof, S. R., & Hussein, J. K. (2022). Baudrillard's Theory of Simulation and Death of Real in Buried Child by Sam Shepard. Zien Journal of Social Sciences and Humanities, 11, 34–39.
Nurhablisyah, & Susanti, K. (2020). Fenomena BTS dalam Iklan “Tokopedia”, Sebuah Tinjauan Citra Budaya Visual. Jurnal Magenta, STMK Trisaksi, 4(01).
Park, J. H., Kim, K. A., & Lee, Y. (2022). Theorising the Korean Wave| Netflix and Platform Imperialism: How Netflix Alters the Ecology of the Korean TV Drama Industry. International Journal of Communication, 17, 20.
Prawesthi, A. A. A. U. (2020). Celebrity worship behavior pada fans K-Pop Idol BTS (방탄소년단) (Issue 2015).
Putra, A. A., & Jusnita, R. A. E. (2018). Komunikasi dan Identitas Budaya Populer pada Komunitas Korea Lovers Surabaya. Jurnal Kajian Media, 2(1). https://doi.org/10.25139/jkm.v2i1.842
Rahayu, S. (2021). Pengaruh Harga, Kepercayaan dan Kualitas Produk Terhadap Keputusan Pembelian Pengguna E-Commerce Tokopedia. MBIA, 20(1). https://doi.org/10.33557/mbia.v20i1.1271
Sasmita, A., Ambarita, Y. M., & Putri, A. M. (2021). Strategi Pemasaran Tokopedia dalam Persaingan Antar E-Commerce dengan Analisis SWOT. Jurnal Pendidikan Tambusai, 5(2).
Shyfa Mourizka Nadia, P. A. (2021). Pengaruh Brand Ambassador BTS KPOP Terhadap Keputusan Pembelian di Tokopedia. Banking & Management Review, 10(1).
Susilo, D., & Hui Chen, L. (2023). Model of Persuasive Communication for Russian Tourists on Handle of Digital Nomad. International Journal of Research and Review, 10(5), 415–424. https://doi.org/10.52403/ijrr.20230549
Taghiyari, R., Ardalani, H., & Davoodi Rokanabadi, A. (2022). Reviewing Baudrillard's Simulacrum Theory in Azadeh Akhlaghi's Photographs. Paykareh, 11(28), 84–95.
Thehawijaya, J. A., & Susilo, D. (2023). Sales promotion message appeal and brand ambassador effects toward tokopedia's purchase intention. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 2(2), 475–484.
Triary Hardy, M., & Susilo, D. (2022). Jakarta's urban culture representation on social media @jakarta_tourism: A semiotics analysis. Simulacra, 5(1), 29–43. https://doi.org/10.21107/sml.v5i1.13648
Wijaya, N. P. N. P., Hambali, A. G., Fikriyya, R. F., Aulia, N., Damayanti, N., & Sari, N. R. (2021). The influence of Viral Marketing on social media and Online Community on Purchasing Decision in the Pandemic Era (Case Study of BTS Meal McDonald's Product, Bandung Area). Review of International Geographical Education Online, 11(February).
Yasmeen, G. (2000). Not 'from scratch': thai food systems and 'public eating.' Journal of Intercultural Studies, 21(3). https://doi.org/10.1080/07256860020007494
Yilmaz, Y. (2023). Simulation of violence on television and real lives turned into show.
Zayusman, F., & Septrizola, W. (2019). Pengaruh Hedonic Shopping Value dan Shopping Lifestyle Terhadap Impulse Buying pada Pelaggan Tokopedia di Kota Padang. Jurnal Kajian Manajemen Dan Wirausaha, 1(1).
Published
2023-07-30
How to Cite
Srinarwati, D. R. (2023). Shopping simulation: BTS army hyper-reality on the Tokopedia marketplace. Jurnal Studi Komunikasi, 7(2), 461-474. https://doi.org/10.25139/jsk.v7i2.6690
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