<![CDATA[English plays an important role in helping young learners participate in a globalized world. However, many Generation Alpha students in rural areas show low interest in learning English. This study aimed to identify the factors contributing to the lack of interest in learning English among fifth-grade students at SDN 074046 Lolomoyo, Gunungsitoli Barat, North Sumatra. A qualitative case study design was employed. Data were collected through a semi-structured interview with one English teacher and classroom observations involving 17 students. The data were analyzed using thematic analysis. The findings revealed four major factors affecting students' interest: limited foundational knowledge of English, difficulties in basic language skills, perceived irrelevance of English to daily life, and limitations in teaching methods and learning resources. The study concludes that interactive, meaningful, and contextually relevant learning activities are needed to increase Generation Alpha students' engagement and interest in learning English, offering practical implications for English teachers and schools in designing more engaging learning experiences in rural primary schools.]]>
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