The Impact of BTS-GOJEK Sales Promotion on Impulsive Buying Behavior among Indonesian ARMY (BTS Fanbase)

  
Gojek is a start-up company known for its accessibility, facilitated by a practical mobile application that allows users to book various services easily. These services include transportation, food delivery, same-city package delivery, and bill payments through the e-money feature, Gopay. Promotional events involving a collaboration with BTS, a popular K-pop group, have been found to significantly influence impulsive buying behavior in the community. Through the BTS collaboration, Gojek effectively enhances its brand image, particularly among BTS fans, resulting in increased transactions on the Gojek platform. This effect can be attributed to the combination of the collaboration with BTS, attractive promotional offers such as discounts and cashbacks, which successfully capture the attention of the public and prompt impulsive buying behavior. Additionally, Gojek distributes limited edition BTS collaboration merchandise, which further garners the attention of ARMY, the passionate fanbase of BTS. The findings demonstrate the substantial impact of BTS GOJEK event promotion on impulsive buying behavior among Indonesian ARMY, shedding light on the efficacy of collaborative promotional strategies in influencing consumer decisions.

influence on the market. In addition to providing affordable transportation, Gojek also offers benefits such as time efficiency, guaranteed safety, and convenient booking services through an easy-to-use mobile application. The range of services includes transportation, food delivery, package delivery, and more. Universe," which garnered over 500 million plays by September 2021 (Budiman, 2022).

BTS (Bangtan
In 2022, Gojek, one of Indonesia's largest transportation service companies, officially partnered with BTS as, the iconic K-Pop sensation highly sought after by Indonesian society. This collaboration involved various promotions and special rewards offered on the Gojek platform. Commencing on June 16, a commercial TV (television) advertisement featuring the collaboration between Gojek and BTS was aired (Marcici, 2022). Gojek expressed that BTS, being a global phenomenon, aligns with its mission of creating positive impacts, thus sparking a spirit of collaboration between BTS and Gojek.
The promotion campaign included familiar tactics, such as discounts and cashback, as well as a new form of promotion: limited-edition products resulting from the BTS-Gojek collaboration. It was hoped that these limited-edition items would drive increased consumer transactions on the Gojek platform, primarily targeting BTS fans (ARMY) interested in obtaining exclusive BTS-Gojek collaboration merchandise.
Based on the background above, the research problem addressed in this study is the impact of the Gojek-BTS promotional event, utilizing BTS as a brand ambassador for Gojek services, on the impulsive buying behavior of Indonesian BTS fans (ARMY). Given BTS's immense popularity and influence among fans, including those in Indonesia, coupled with their ability to convey positive messages through their music, the researchers were intrigued to explore whether the Gojek-BTS promotional event could lead to a phenomenon of impulsive buying behavior among Indonesian BTS fans (ARMY) in their daily use of Gojek services.

Sales promotion
This research aims to measure the influence of promotional events, specifically the collaboration between Gojek and BTS, on the impulsive buying behavior of BTS fans (ARMY). The promotional strategies employed by Gojek can be explained through Belch & Belch's theory (2017) on sales promotion, which includes promotional tools designed to stimulate consumers to make immediate and direct purchases. Some of these tools are price-off deals and rebates or cashback. 1) Price-off deals: This is a promotional tool within sales promotion. Flash sales are a form of promotion that directly reduces the price of products for a limited time and a limited quantity of products: 2) Cashback: This is a variation of rebates, which is another promotional tool within sales promotion. Cashback is a promotional strategy that offers a certain percentage of money or virtual currency as a refund to consumers, subject to specific terms and conditions set by the seller. 3) Loyalty program: This involves a set of rewards given by the seller or platform to returning customers. Rewards may include other sales promotion methods, such as price-offs and rebates. 4) Bonus product: Sellers offer rewards in the form of bonus products or additional items, which can be provided directly or through a lottery system.

Impulsive buying behavior
This research aims to measure the extent of the influence of event promotions, specifically the collaboration between Gojek and BTS, on the impulsive buying behavior of BTS fans (ARMY).
Impulsive buying behavior is a type of spontaneous or unplanned purchase that occurs due to excitement and enthusiasm at the moment. Rook (1995) define impulsive buying as a change in consumer behavior that enables them to make purchases in a more spontaneous, timely, and unpredictable manner.
Loudon (1993) explain that impulsive buying can be categorized into four types: a) Pure impulse: Transactions that are made suddenly and contrary to regular purchases without prior planning. b) Suggestion impulse: Buyers are not familiar with the product and have not made a decision to purchase because they feel a sudden need for the item. c) Reminder impulse: Consumers have already planned to buy the product because the desired product is no longer available, creating an intention to make the purchase. Additionally, consumers may be attracted to make the purchase due to engaging product advertisements. d) Planned impulse: A consumer's purchase planning occurs due to attractive offers made by the product.
Moreover, impulsive buying has the potential to make consumers become impulsive buyers of a particular product. According to Sari (2014 in Rosita, 2020), consumers initially have desires and motivations for making purchases, and they subsequently experience positive or negative consequences as a result of the purchase. Consumer satisfaction or dissatisfaction with a product purchase is often influenced by internal and external factors.
These factors may include insufficient funds or motivation for the purchase, as well as internal (passion) and external (discount) constraints.
Consumers exhibiting impulsive buying tendencies usually have strong and spontaneous urges and a strong willingness to make a purchase. Some characteristics of impulsive buying behavior include: a) Consumers often lack the intention to purchase the product. b) There is an imbalance in the psychological aspect. c) Consumers tend not to consider the consequences of their impulsive purchases. d) Consumers tend to dismiss various potential consequences of their impulsive purchases.
Considering the above factors, impulsive buying can occur in any individual. Beatty (1998)

Methods
This research utilizes the survey method, which is a data collection technique using a questionnaire as the data gathering instrument (Stockemer, 2019). The questionnaire will be equipped with relevant questions that have been pre-answered. As a result, each respondent will receive the same set of questions, and there is no opportunity for follow-up questions. The

Demographic data
Out of the total 100 respondents who completed the questionnaire, it was dominated by women, with 78 respondents accounting for 78%. Meanwhile, there were 22 male respondents, making up 22% of the total respondents.
Regarding the respondents' domicile, the majority of them were located in Jabodetabek (Greater Jakarta) area, with 87 respondents (87%), while 13 respondents (13%) were from outside the Jabodetabek area.

Sales promotion
The variable X (Sales Promotion) is used as the independent variable in this research. The Sales Promotion variable (X) has four dimensions: emotion, reminder, incentive, and interactive. In total, there are 10 statements related to the Sales Promotion variable in the questionnaire. The questionnaire provides five response preferences, ranging from "Strongly Disagree (STS)", "Disagree (TS)", "Neutral (N)", "Agree (S)", to "Strongly Agree (SS)", which are then converted into numerical values, with "Strongly Disagree" being valued as 1 and "Strongly Agree" as 5. ranging from "Strongly Disagree (STS)", "Disagree (TS)", "Neutral (N)", "Agree (S)", to "Strongly Agree (SS)", which are then converted into numerical values, with "Strongly Disagree" being valued as 1 and "Strongly Agree" as 5.
Based on the results in Table 2, it can be interpreted that there is a tendency for respondents to answer with a high level of agreement, as the average response value for each questionnaire falls between 3.74 (Questionnaire Y9) and the highest average response value is 4.14 (Questionnaire Y1). This is further supported by the average total response value from the respondents, ranging between 51 and 95, with an overall average score of 75.5 out of the maximum possible score of 95. This indicates that the average level of impulsive buying behavior among respondents is very high. Several studies also found that celebrity endorsers have an influence on brand purchases (Cipta, 2023;Ferdinandus, 2023;Octora, 2022;Verenia, 2022;Winata, 2022). Celebrities with a large following can effectively market a product and build a brand image that resonates with the public.

Conclusion
This research aimed to explore the impact of the