Cinematic Storytelling for Digital Cultural Preservation Audience Engagement and Cultural Awareness of Kebaya on TikTok
Keywords:
Audience Engagement, Cinematic Storytelling, Cultural Awareness, Digital Storytelling, Kebaya, TikTokAbstract
This study analyzes the effectiveness of cinematic storytelling on TikTok in enhancing audience engagement and cultural awareness of kebaya as an Indonesian cultural identity. The research employed a quantitative descriptive approach by combining TikTok engagement metrics and questionnaire-based audience perception analysis. Data were collected from 54 respondents dominated by active TikTok users aged 18–22 years, along with TikTok interaction metrics consisting of 1,226 views, 769 likes, 43 comments, 26 shares, and 9 saves. The evaluated variables include visual aesthetics, storytelling clarity, emotional audio experience, audience engagement, and cultural awareness. The results indicate that the cinematic video achieved a high engagement rate of 69.08%, while the overall questionnaire mean score reached 4.04, categorized as high. Cultural message delivery obtained the highest mean score (M = 4.30), followed by strengthening cultural identity (M = 4.28) and cultural awareness (M = 4.26). In addition, the questionnaire instrument demonstrated excellent reliability with a Cronbach Alpha value of 0.958. The findings reveal that cinematic storytelling significantly contributes to increasing audience attention, emotional engagement, and awareness of cultural preservation among young audiences on short-video platforms. This study highlights the potential of TikTok-based cinematic storytelling as an effective strategy for digital cultural education and cultural preservation in contemporary social media environments.
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