Social Construction of Masculinity Amongst Indonesian Male Fans Towards K-Pop Music Group (Case Study BTS)

K-Pop as a part of the Korean Wave is getting more known worldwide. Through the author's observation which males are more involved in the consumption of K-Pop boy bands and a high amount of K-Pop fans in Indonesia, this leads to an interesting topic to be discussed. In order to know the action of consumption in Indonesian males, authors use consumption practice and masculinity to connect the consumption within characteristics. With the objective to explore the characteristics of Indonesian males who consume products and services provided by BTS and explore the consumption practices of Indonesian males towards the BTS music group. Here the consumption practice is used to describe consumers’ actions which also develop their analytical expression that represents the variety of ways in which consumers interact or participate with consumption objects. In discussing the character of informants, authors use the hierarchy of masculinity which has never been discussed before. Here, The characteristics of masculinity used to show which character does the informant embedded and how it influences how the male fans consume. Authors use the semi-structured in-depth interviews in the narrative study along with observation to collect the data from the informants. Hence, this research will be focusing on the BTS male fans in Indonesia and their action in doing consumption toward BTS in the form of storytelling. Here, authors restory individuals' personal experience in the form of text which data collected through interviews or conversation; the restory of the story as the part of data analysis will be based on the narrative elements supported with Narratology. Then, authors combine it with an interpretation. The result of this research will recommend BTS music label (BIG HIT Entertainment) to generate the ideas of enhancing the brand of BTS by getting a positive story from the consumers and get the male segment characteristics to develop new marketing techniques.