PERILAKU IMITASI MAKE UP BERBASIS DRAMA KOREA "TRUE BEAUTY" (Studi pada Mahasiswi Ilmu Komunikasi Universitas Muhammadiyah Malang Angkatan 2021)

The emergence of the Korean Wave phenomenon through Korean dramas has become a global phenomenon that can affect various aspects of life, one of which is appearance, so that it can be a stimulus for an individual to imitate. In addition, Makeup or makeup is one of the things that can support an individual's appearance. In this case, the Korean drama "True Beauty" is a drama series from South Korea that highlights Makeup. This study aims to find out how imitation behavior Makeup based on the Korean drama "True Beauty" which refers to the Social Learning Theory by Albert Bandura. This research uses a qualitative approach with descriptive types, naturalistic foundations and interpretive paradigms. The subject of this study is a 2021 Communication Science student at the University of Muhammadiyah Malang who was selected using the Purposive Sampling. The data and research information were obtained through interviews, observations, and documentation. The data and information were then analysed using the Miles & Huberman data analysis model, which was then tested by triangulation of sources and methods. The results showed that the research subjects carried out a learning process that involved attention and observation regarding style and use Makeup which was shown in the Korean drama "True Beauty", then ended with the process of imitation or imitation. Although the imitation behavior carried out by the research subjects has different ways, but broadly speaking, all research subjects carry out imitation behavior by studying, paying attention, and imitating the spectacle in the Korean drama "True Beauty".