Determinants of Indonesian Audience Perception in the Age of Digital Media

Abstract— The proliferation of digital media has profoundly altered how audiences in markets like Indonesia perceive and interact with entertainment content, creating a volatile envi- ronment for media producers. This study aims to identify the principal determinants of audience perception within this new media ecosystem. The research focuses on the Indonesian adaptation of the popular Korean drama A Business Proposal, which became the object of a significant digital backlash following a celebrity scandal. A quantitative methodology was employed, utilizing survey data collected from 217 Indonesian viewers of the original series. Multiple regression analysis was performed to evaluate the influence of celebrity scandals, cancel culture, social media engagement, and fan loyalty on audience perception. The results conclusively demonstrate that all four variables are statistically significant determinants. Notably, celebrity scandals and the resulting cancel culture significantly damaged audience perceptions, with social media acting as a powerful amplifier for public discourse. Fan loyalty emerged as a complex factor, showing the potential to either mitigate or intensify the negative effects of the controversy. This study concludes that an intricate interplay of digital phenomena now governs audience reception, highlighting the critical need for media stakeholders to develop sophisticated strategies for managing online crises and engaging with digital fan communities to ensure commercial viability. Keywords— Korean Drama, Celebrity Scandal, Cancel Culture, Social Media, Fan Loyalty.