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      "abstract": "Penelitian ini bertujuan untuk menganalisis proses pembentukan brand knowledge\r\nmelalui interaksi kolaboratif di media fanbase Program Indonesian Idol Season\r\nXIV. Tingginya brand awareness program tidak selalu diikuti oleh pemahaman\r\naudiens yang mendalam, sehingga terdapat kesenjangan antara pengenalan merek\r\ndan pengetahuan merek yang sesungguhnya. Penelitian menggunakan paradigma\r\nkonstruktivis dengan pendekatan kualitatif deskriptif dan metode single case study\r\ninstrumental. Pengumpulan data dilakukan melalui wawancara mendalam,\r\nobservasi nonpartisipan, dan dokumentasi terhadap tujuh informan yang dipilih\r\nsecara purposive sampling. Analisis data mengacu pada model interaktif Miles dan\r\nHuberman dengan kerangka Hierarchy of Effects (HoE) pada tahap kognitif, yaitu\r\nawareness dan knowledge. Hasil penelitian menunjukkan bahwa media fanbase\r\nberperan sebagai ruang interaksi kolaboratif yang mendorong audiens bergerak dari\r\ntahap awareness menuju brand knowledge melalui pertukaran informasi, diskusi,\r\ndan pemaknaan bersama di kolom komentar. Melalui proses tersebut, audiens tidak\r\nhanya mengenali program, tetapi juga memahami alur kompetisi, mekanisme\r\nvoting melalui aplikasi RCTI+, serta tema \"Home of the Idols\" sebagai positioning\r\nProgram Indonesian Idol Season XIV. Temuan ini menunjukkan bahwa interaksi\r\nkolaboratif di media fanbase merupakan sebagai pendorong utama dalam proses\r\npembentukan brand knowledge audiens.",
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