The Level of Parasocial Interaction on the X Account @JKT48

Abstract

This study aims to examine the level of parasocial interaction on the X account @JKT48. Public relations is a management function that seeks to build and maintain beneficial and positive relationships between an organization and its public. The social media account X @JKT48 serves as a concrete example of how digital public relations are utilized to foster emotional closeness, intimacy, and interactive behavior between the idol group and its fans. The method employed is a quantitative research approach, involving the distribution of an online questionnaire to the account's followers. Data analysis was conducted by measuring three indicators of parasocial interaction: perceptual-cognitive, affective, and behavioral. The results show that the affective indicator has the highest mean value of 0.9, followed by the perceptual-cognitive indicator at 0.89, and the behavioral indicator at 0.86. These findings suggest that JKT48 fans have a strong emotional attachment to the group. The study concludes that the level of parasocial interaction on the X account @JKT48 is high across all three indicators, with the affective indicator being the highest.