Pengaruh Desain Poster Film Pabrik Gula Uncut terhadap Minat Menonton Mahasiswa di Jember

Abstract

This study intends to identify and evaluate how students in Jember Regency's viewing interest is affected by the Pabrik Gula Uncut film poster design. Film posters, as a kind of visual communication medium, are crucial in grabbing viewers' attention and influencing their first thoughts of a film. The Sociopsychological Theory, which highlights factors such as attitudes, perception, interests, and social opinions, and the Visual Communication Theory, which uses color, layout, visual components, and film identity as indicators for assessing poster design, are used in this study. A quantitative method and survey methodology are used in this study. To collect data, questionnaires were given to 87 student respondents in Jember Regency, who were chosen at random using probability sampling. To examine the study hypothesis, simple linear regression was employed to analyze the data. The results reveal a significance level of 0. 000 < 0. 05, suggesting that Ha is accepted and H0 is rejected. The 0. 800 coefficient of determination (R²) shows that the film poster design explains 80% of the difference in students' viewing interest, whereas other factors that are not part of this study account for the remaining 20%.  As a result, Jember Regency students' interest in watching the Pabrik Gula Uncut film is greatly impacted by its poster design.