Abstract:
Purpose
This paper examined of the customer’s reason for purchasing BTS Meal in Greater Jakarta.
Design/methodology/approach
This study uses the qualitative case study methodology with a purposive sampling technique. In depth-interview and semi structured interview were conducted with six BTS Meal’s customers to collect the data. Then, the inductive coding and analysis were performed through open, axial, and selective coding to discover the topic on why the respondent purchase BTS Meal.
Findings
The analysis shows the factors why customer purchase BTS Meal is because the Korean wave, BTS as a celebrity endorser, packaging, scarcity and e-WOM.
Originality/value
The value of this study is to gain a better understanding of why customers purchase BTS Meals, despite the obstacles.
