KINANTO, AZZAHRA KHANAYA (2025) ANALISIS PERILAKU PENGGEMAR DRAMA KOREA DI KALANGAN GEN Z. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study analyzes the behavior of Korean drama fans by examining aspects of social identification, celebrity worship, social cognitive theory, and parasocial interaction. This phenomenon is particularly evident among Generation Z, who demonstrate a high level of engagement with Korean drama content. The purpose of this research is to explore and understand how fan behavior is formed among Gen Z and to what extent media influences their thinking patterns and social lives. The study employs a descriptive method with a qualitative approach. The research subjects consist of seven informants from Gen Z, selected based on their active involvement as Korean drama fans. Data was collected through in-depth interviews and analyzed using data reduction, data display, and conclusion drawing and verification. The results reveal that Korean dramas serve not only as entertainment but also as a strong medium of social identification. These shows influence the way fans think, interact, and express themselves in their daily lives. Emotional involvement with Korean celebrities is also evident through various stages of celebrity worship, from entertainment and social interaction to intense emotional attachment, and in some cases, obsessive behavior. Overall, this study shows that popular media such as Korean dramas play a significant role in shaping the identity, preferences, and lifestyle of Generation Z. Through the lens of social cognitive theory and parasocial interaction, it is concluded that media consumption is not passive but actively shapes individuals’ social experiences within the context of global popular culture. Keywords: fan behavior, Korean drama, Gen Z, social identification, parasocial interaction Penelitian ini menganalisis perilaku penggemar drama Korea dengan meninjau aspek identifikasi sosial, celebrity worship, teori kognitif sosial, dan interaksi parasosial. Fenomena ini salah satunya tampak pada kalangan Gen Z yang menunjukkan keterlibatan tinggi terhadap tayangan drama Korea. Tujuan dari penelitian ini adalah untuk mengetahui dan memahami bagaimana perilaku penggemar drama Korea terbentuk di kalangan Gen Z, serta sejauh mana media memengaruhi pola pikir dan kehidupan sosial mereka. Metode yang digunakan dalam penelitian ini adalah deskriptif dengan pendekatan kualitatif. Subjek penelitian terdiri dari tujuh informan dari kalangan Gen Z yang dipilih berdasarkan keterlibatan aktif mereka sebagai penggemar drama Korea. Teknik pengumpulan data dilakukan melalui wawancara mendalam, dengan tahapan analisis yang meliputi reduksi data, penyajian data, serta penarikan kesimpulan dan verifikasi. Hasil penelitian menunjukkan bahwa drama Korea tidak hanya berfungsi sebagai hiburan, tetapi juga menjadi sarana identifikasi sosial yang kuat. Tayangan ini memengaruhi cara berpikir, cara berinteraksi, serta ekspresi diri penggemarnya dalam kehidupan sehari-hari. Keterlibatan emosional terhadap selebriti Korea juga terlihat melalui tahapan celebrity worship, mulai dari tahap hiburan hingga keterikatan emosional yang intens, bahkan menuju perilaku yang bersifat obsesif. Secara keseluruhan, penelitian ini memperlihatkan bahwa media populer seperti drama Korea memiliki peran signifikan dalam membentuk identitas, preferensi, dan gaya hidup Gen Z. Melalui teori sosial kognitif dan interaksi parasosial, dapat disimpulkan bahwa konsumsi media tidak bersifat pasif, melainkan aktif membentuk pengalaman sosial individu dalam konteks budaya populer global. Kata kunci: perilaku penggemar, drama Korea, Gen Z, identifikasi sosial, interaksi parasosial
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