PENGARUH PUBLIC FIGURE SEBAGAI VOICE ACTORS TERHADAP MINAT MENONTON FILM ANIMASI JUMBO (Survei pada Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Malang Angkatan 2022)

Harkita Prabaningrum. Student ID: 202210040311268. The Influence of Public Figure as Voice Actors on Intention to Watch the Animated Jumbo (Survey on Undergraduate Students of Communication Studies Program, Universitas Muhammadiyah Malang, Class of 2022). 2026 Edition. Thesis.

The growth of the local animated film industry has driven production companies to adopt effective communication strategies to attract audiences, including the use of public figures as voice actors. Public figures are perceived to have a distinctive appeal that can influence audience perceptions and viewing interest, even without physical on-screen presence. This study examines the effect of public figure credibility and attractiveness as voice actors on the intention to watch the animated film Jumbo among undergraduate students of the Communication Studies Program at Universitas Muhammadiyah Malang, class of 2022.

This research employs a quantitative explanatory approach. Data were collected through a survey of 134 respondents who had watched Jumbo, using a structured questionnaire. The data were analyzed using Pearson correlation and simple linear regression with SPSS.

The findings reveal that the credibility and attractiveness of public figures as voice actors have a positive and significant effect on viewing intention. The relationship between variables is moderate, with a contribution of 31.6%. These results indicate that while public figure credibility and attractiveness play a supporting role in enhancing audience interest, they are not the primary determinants of viewing decisions. Therefore, the involvement of public figures as voice actors can be an effective communication strategy when complemented by factors such as storyline quality, production value, and promotional efforts.