DETERMINANTS OF INDONESIAN AUDIENCE PERCEPTION IN THE AGE OF DIGITAL MEDIA

The growth of Korean dramas has made Indonesia one of the key markets for original & adapted content. This research explores how celebrity scandals, cancel culture, social media, and fan loyalty shaped audience perceptions of the Indonesian adaptation of A Business Proposal. Indonesian viewers of the original series were used as the respondents for the study, which focused on their reaction against the lead actor that led to a massive boycott & poor movie performance. The results are intended to give insights on the dynamics of online communities, audience engagement, and fan loyalty in today’s Indonesia’s digital media environment. Keywords— Korean Drama, Adaptation, Celebrity Scandal, Cancel Culture, Social Media, Fan Loyalty, Audience Perception, Indonesia, Digital Media, Entertainment Industry.