Riczky Syaputra Primary Author mixed material bibliography Jakarta LSPR 2025 en English

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Digital storytelling has become an effective communication strategy in influencing audience behavior, particularly in persuasion. This study explores how digital storytelling techniques can be utilized to encourage young generations to register for Hajj at an earlier age. The research focuses on the "Ayo Haji Muda" campaign conducted by the Hajj Financial Management Agency (BPKH) through digital platforms, especially YouTube. Using a qualitative descriptive approach, this study analyzes the effectiveness of storytelling in building awareness and motivating young people to prepare for Hajj at an earlier stage. The findings indicate that strong storytelling enhances audience engagement by presenting narratives that are relevant, emotional, and based on real-life experiences. Key elements such as relatable characters, compelling conflicts, and inspiring resolutions contribute to increasing the campaign's persuasive impact. Moreover, storytelling has a biological impact on the audience by triggering the release of specific hormones in the body, such as oxytocin, which enhances empathy and social bonding, dopamine, which strengthens memory and motivation, and endorphins, which generate feelings of happiness and comfort. This demonstrates that storytelling not only operates on a cognitive level but also influences emotional and physiological aspects, ultimately increasing the effectiveness of the conveyed message. The implications of this study highlight that digital storytelling can serve as a strategic communication tool to enhance young generations participation in Hajj registration. With the right approach, digital storytelling can be an effective communication solution in raising awareness and inspiring real-life action among audiences. Keywords: Digital Storytelling, Persuasion, Young Hajj, Public Relations, Communication Strategy, kualitatif thesis 2025 Riczky Syaputra Deddy Muharmam, Ph.D NONE Library LSPR Institute of Communication and Business Amani Library Management System S2.SPRM-CC.017.25 S202814SP Hanya Tersedia Softcopy S2.SPRM-CC.017.25 sampul_skripsi.jpeg.jpeg 10127 2026-01-28 14:46:56 2026-01-30 10:42:45 machine generated