Investigasi Peran Interesting Storyline, Sociability, Learning, Entertainment, dan Escape: Akankah Mempengaruhi Intention of Watching Drama Korea di Masa Pandemi?
Abstract
Penelitian ini bertujuan untuk mengetahui faktor-faktor yang memengaruhi intensitas menonton drama Korea dimasa pandemic. Subjek dalam penelitian ini adalah responden yang gemar menonton drama Korea dimasa pandemic. Telah mengumpulkan responden sebanyak 214 responden. Teknik pengambilan data untuk penelitian ini adalah dengan menggunakan kuesioner daring menggunakan skala likert enam point dengan data keseluruhan responden valid. Penelitian ini menggunakan metode kuantitatif. Metode analisis data yang digunakan adalah dengan Structural Equation Model (SEM) menggunakan Amos versi 21. Hasil penelitian menunjukan bahwa ada pengaruh positif signifikan interesting storyline terhadap intention of watching drama Korea series, variabel escape juga dapat mempengaruhi intention of watching drama Korea series secara positif dan signifikan, sedangkan entertainment, learning, dan sociability memiliki pengaruh yang rendah terhadap intention of watching drama Korea series.
Kata kunci: Alur cerita yang menarik, hiburan, pelarian, pembelajaran, dan sosiabilitas.
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