JAKARTA - Udayana University (Unud) sociologist Wahyu Budi Nugroho said that the hectic order of the BTS Edition at McDonald's outlets some time ago could be said to be a form of symbolic consumption.
"Sociologically, people's consumption, especially young BTS fans, for this BTS edition of McD can be said to be the consumption of symbols that have different meanings from consumption of use-values", said Udayana University sociologist Wahyu Budi Nugroho, quoted from Antara, Saturday, June 12.
He explained that the meaning of the consumption of this symbol is different from the consumption of use-value. If the consumption of use-value is oriented to the function and use of a commodity, then the consumption of symbols is more oriented to the image or sign of the commodity.
On the other hand, the symbol that is consumed seems to represent something, and those who consume it feel that they are part of that something. In this case, BTS fans who seem new really feel like loyal fans when they have all the commodities related to BTS.
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According to him, what is more important than the BTS edition of McD is not the food, but the symbols attached to the food wrappers.
"Perhaps, from the fans' point of view, it is a form of their love and loyalty to their idol band. They also see this BTS Meal can be a memorabilia or memory object in the future, especially because this product is issued in a limited manner and within a certain time", he explained.
In addition, in terms of marketing can also be a business opportunity. For example, in online shopping applications, sellers have appeared selling the BTS edition McD's food and drink containers.
Wahyu added that there is a positive side to this phenomenon and it is a lesson for other fast-food restaurants if in the future they will also market their products by cooperating with pop stars who have a large fan base in the country.
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