Pengaruh Teknik Storytelling pada Konten Cerita Rakyat Digital Channel YouTube @Gromorestudioseries terhadap Daya Tarik Penonton

Abstract

This study aims to examine the effect of storytelling techniques in digital folklore content on the @GromoreStudioSeries YouTube channel toward audience attraction. The research employed a positivist paradigm with a deductive approach, quantitative method, survey strategy, and causal research design. The study population consisted of 1,800,000 subscribers of the @GromoreStudioSeries YouTube channel. A total of 100 respondents were selected using the Slovin formula and purposive sampling technique. Data were collected through Likert-scale questionnaires, documentation, and literature review. Data analysis included validity testing, reliability testing, normality testing, linearity testing, simple linear regression, t-test, and coefficient of determination (R²). The findings indicate that storytelling techniques have a positive and significant effect on audience attraction. This is supported by the t-test results, which show a significance value of less than 0.05, leading to the acceptance of the alternative hypothesis. Furthermore, the coefficient of determination reveals that storytelling techniques account for 66.4% of the variation in audience attraction, while the remaining 33.6% is influenced by other factors outside the scope of this study. These findings suggest that compelling storytelling enhances audience attention, engagement, and attraction toward digital content.