BURHANI, GAVRALA BERNITA (2026) PENGARUH TERPAAN DRAMA KOREA "THE GLORY" TERHADAP PERSEPSI PENONTON TENTANG PEMBULLYAN (Survey kepada Pengikut akun X @netflixid). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
his study aims to examine the influence of exposure to the Korean drama The Glory on viewers’ perceptions of bullying. The drama was selected because it presents a strong and realistic depiction of school violence. Using the Uses and Gratifications theory, this research explains how viewers’ cognitive, affective, and integrative needs shape their interpretation of media content. The study employs a quantitative method with an explanatory approach. Data were collected through an online questionnaire administered to 100 followers of the X (Twitter) account @NetflixID who had watched at least 70% of the episodes of The Glory, using a purposive sampling technique. Media exposure was measured through indicators of frequency, duration, and attention, while viewers’ perceptions were assessed based on the dimensions of sensation, attention, and interpretation. The analysis included validity and reliability tests, correlation, simple linear regression, R², and t-tests. The findings indicate a strong relationship and significant influence between exposure to The Glory and viewers’ perceptions of bullying. Higher levels of exposure were associated with increased understanding, sensitivity, and empathy toward bullying issues. Accordingly, the alternative hypothesis (Ha) is accepted and the null hypothesis (Ho) is rejected The coefficient of determination is 62%. The study concludes that Korean dramas can serve as an effective medium for fostering social awareness regarding violence-related issues. Keywords: Media Exposure, The Glory, Viewers’ Perception, Bullying, Uses and Gratifications. Penelitian ini bertujuan untuk mengetahui pengaruh terpaan drama Korea The Glory terhadap persepsi penonton mengenai pembullyan. Drama ini dipilih karena menghadirkan representasi kekerasan sekolah yang kuat dan realistis. Dengan menggunakan teori Uses and Gratifications, penelitian ini menjelaskan bagaimana kebutuhan kognitif, afektif, dan integratif penonton berperan dalam proses pemaknaan terhadap tayangan. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan eksplanatif. Data dikumpulkan melalui kuesioner daring kepada 100 pengikut akun X @NetflixID yang telah menonton minimal 70% episode The Glory, menggunakan teknik purposive sampling. Variabel terpaan diukur melalui indikator frekuensi, durasi, dan atensi, sedangkan persepsi penonton diukur melalui dimensi sensasi, atensi, dan interpretasi. Analisis dilakukan melalui uji validitas, reliabilitas, korelasi, regresi sederhana, R², dan uji t. Hasil penelitian menunjukkan adanya hubungan kuat dan pengaruh signifikan antara terpaan drama The Glory dan persepsi penonton tentang pembullyan. Semakin tinggi terpaan yang diterima, semakin meningkat pemahaman, sensitivitas, dan empati penonton terhadap isu bullying. Dengan demikian, Ha diterima dan Ho ditolak dengan hasil Koefisien Determinasi 62%.Penelitian ini menegaskan bahwa drama Korea dapat menjadi media yang efektif dalam membentuk kesadaran sosial terhadap isu kekerasan. Kata kunci: Terpaan Media, The Glory, Persepsi Penonton, Pembullyan, Uses and Gratifications.
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