<![CDATA[Cross-cultural film adaptations have become one of the most intriguing phenomena in the Indonesian film industry. One such example is the Indonesian version of A Business Proposal, adapted from a popular Korean drama. This adaptation has captured the public’s attention due to both the popularity of the original version and audience expectations regarding the quality of the local adaptation. The film has sparked debate regarding the appropriateness of the plot, changes to the characters, and the Indonesian industry’s success in adapting global narratives to a local context. This study aims to understand how Indonesian audiences assign meaning to, interpret, and respond to cultural representations and characters in such adapted films. Utilizing Stuart Hall’s reception theory (dominant–negotiated–oppositional) and the concept of cultural representation in film adaptations, this research employs a qualitative approach and phenomenological methods. Data were collected through in-depth interviews. The study reveals that audience reception is diverse. Some view the cultural adaptations in the film as questionable; some negotiate the quality of the adaptation by considering the Indonesian context; while others reject it because they feel the film lacks the character depth and emotional essence of the original version. Thus, this study demonstrates that the adaptation process not only transfers the plot but also involves the negotiation of cultural values, audience expectations, and the construction of local identity in the media. Film adaptasi lintas budaya menjadi salah satu fenomena menarik dalam industri perfilman Indonesia. Salah satunya film A Business Proposal versi Indonesia yang diadaptasi dari drama Korea populer. Film adaptasi ini menarik perhatian publik karena popularitas dari versi aslinya maupun ekspektasi besar penonton terhadap kualitas lokal. Film ini telah memicu perdebatan mengenai kesesuaian alur cerita, perubahan karakter, serta keberhasilan industri Indonesia dalam mengadaptasi narasi global ke dalam konteks lokal. Penelitian ini bertujuan untuk memahami bagaimana penonton Indonesia memberikan makna, menafsirkan, dan merespons representasi budaya serta karakter dalam film adaptasi tersebut. Dengan menggunakan teori resepsi Stuart Hall (dominant–negotiated–oppositional) serta konsep representasi budaya dalam film adaptasi, Penelitian ini dikaji menggunakan pendekatan kualitatif dan metode fenomenologi. Data diperoleh dari wawancara mendalam. Penelitian menunjukkan bahwa resepsi penonton beragam. Sebagian menilai penyesuaian budaya dalam film ini masih perlu dipertanyakan, sebagian menegosiasikan kualitas adaptasi dengan mempertimbangkan konteks Indonesia, sementara sebagian lainnya menolak karena merasa film kehilangan kedalaman karakter dan esensi emosional versi asli. Dengan demikian, penelitian ini menunjukkan bahwa proses adaptasi tidak hanya memindahkan alur cerita, tetapi juga melibatkan negosiasi nilai budaya, ekspektasi penonton, dan konstruksi identitas lokal dalam media.]]>
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