THE IMPACT OF COLLABORATION BETWEEN MCDONALD’S AND BTS ON INDONESIA’S GENERATION Z

• Main Author: Hertiar, Andaris
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68519
• Institution: Institut Teknologi Bandung

BTS Meal, the product that was produced in collaboration of McDonald’s and BTS, was launched in Indonesia in June of 2021. This celebrity endorsement strategy by McDonald’s resulted in a surge of demand for the product and 32 McDonald’s branches in Jakarta, the capital city of Indonesia, had to be closed. Through a quantitative approach, this paper will assess the influencing factors of the behavior that the consumers have shown. The research was conducted through an online survey filled by 56 participants using snowball sampling method. The participants were in the age of 18-25 and had bought the BTS Meal. The data then were processed with path regression analysis. Customer Loyalty does not have either direct or indirect influence towards Buying BTS Meal. However, Role Model and Perception have a direct influence towards Buying BTS Meal. Moreover, Role Model also has an indirect influence towards Buying BTS Meal mediated by Perception. Aligning the brand’s target demographics with the celebrity’s demographics will result in an effective celebrity endorsement strategy. When the value of the endorser matches with the brand’s value, the product produced by their collaboration will attract all types of consumers other than the fans of the endorser, thus resulting in an increase of the product’s sales.