The Influence of "Dirty Vote" Exposure on Viewer Satisfaction

Abstract

This study examines the exposure to YouTube’s "Dirty Vote Full Movie” on viewer satisfaction, specifically on engagement. The film, which alleges electoral fraud concerning the Indonesia’s 2024 Presidential Election, achieved significant traction with 9.9 million views and generated over 73,000 comments. Employing a quantitative survey methodology, data was collected from 398 respondents selected via purposive sampling, targeting individuals who actively participated in the YouTube comment section. Viewer exposure was measured across three dimensions: frequency of viewing, duration of engagement, and level of attention paid. Satisfaction was conceptualised through five gratification needs derived from the Uses and Gratifications Theory: cognitive (information acquisition), affective (emotional experience), integrative personal (self-understanding), integrative social (social interaction), and tension release. Data gathered through online questionnaires underwent analysis using descriptive statistics, normality tests, Pearson correlation, simple linear regression, independent samples t-tests, and calculation of the coefficient of determination (R²). The results demonstrate that exposure to Dirty Vote exerts a statistically significant positive influence on viewer satisfaction (p < 0.05), with 53% of the observed variance in satisfaction levels (R² = 0.046). These findings substantiate the applicability of the Uses and Gratifications Theory within the context of digital political film documentary disseminated via social platforms like YouTube. The research contributes theoretically to communication scholarship on digital audience engagement and offers insights for documentary filmmakers aiming to design effective content.

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