GAYA HIDUP IMITASI PENGGEMAR DRAMA KOREA DI PROGRAM STUDI PENDIDIKAN SOSIOLOGI FKIP UNIVERSITAS TANJUNGPURA PONTIANAK

Abstract

The purpose of this study is to describes the cognitive processes (attention, retention,production of behavior, and motivation) of fans who imitated Korean drama in theSociology Education Study Program, FKIP, Tanjungpura University Pontianak, usingAlbert Bandura's social learning theory. Research approach used qualitative approachdescriptive form. Data collection techniques used are observation, interview, anddocumentation. Data collection tools using observation guides, interview guides,documentation tools. Data analysis techniques used are data reduction, datapresentation, and conclusion. The research analysis was presented descriptivelythrough 3 informants as students of Korean drama fans. The results of this study showedthat the process of fan attention that imitates Korean dramas is the appearance of goodlooking artists, it attracts the attention of informants, from fashionable dress styles tonatural makeup styles. the retention process is watching the drama and updating theartist's social media posts every day in their spare time. Behavioral production processis to imitate fashion in the form of outer knitting, mini dress and natural make up style,by buying a variety of supporting local products that are cheaper in the Indonesianonline marketplace. The motivation of fans is that they want to look stylish and cool likeKorean drama artists. By imitating this, making brands confident because the style ofappearance is in accordance with their tastes.Keywords: Imitation Lifestyle, Korean Drama Fans, Social Learning.