The Effect of Korean Drama Intensity and Exposure on Interest in Learning the Korean Language on the Millennials and Generation Z in Indonesia

During the COVID-19 pandemic, there was a reduction in community activities outside the home, and it is more advisable to carry out activities indoors. It is to reduce the spread of the COVID-19 virus in the community. That way, most people observe by watching Korean dramas. This study aims to determine how the intensity and exposure of Korean dramas influence the interest in learning Korean among Generation Z and millennials in South Jakarta City, Indonesia. The study used a mixed-method research approach by distributing questionnaires through Google Docs and Focus Group Discussions-FGD. The reference theory of this research is the uses and gratification theory and the Stimulus Organism Response-SOR theory. Determination of the sample size using the Slovin formula based on an error rate of 10% so that 100 respondents is obtained. Sampling using a probability sampling technique. The data analysis method in this study uses validity, reliability, classical assumptions, multiple regression analysis, hypothesis, T-test, F test, and correlation coefficient of determination. Based on the study results, it is a significant value on the effect of X1 and X2 simultaneous or together on Y of 0.000 <0.05, and the calculated F value is 22,598 > F Table 3.09 with the acquisition of the coefficient of determination (R2) 0.304. The triangulation shows that there is an impact of intensity and exposure to Korean dramas on interest in learning Korean in the millennial generation and generation Z. The response in the form of interest in learning Korean is due to various factors, including exciting storylines, short Korean drama series episodes, the compelling actor and actress factors, and stunning cinematography