Pengaruh Storytelling dan Daya Tarik terhadap Minat Berkunjung Ke Perpustakaan Bank Indonesia (Bi) Sumut di Kota Medan

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh storytelling dan daya tarik terhadap minat berkunjung ke Perpustakaan Bank Indonesia (BI) Sumatera Utara di Kota Medan. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif. Data diperoleh dari 100 responden yang merupakan pengunjung perpustakaan selama periode Januari–Desember 2024, yang dipilih melalui teknik simple random sampling. Pengumpulan data dilakukan dengan metode kuesioner dan wawancara, sedangkan pengujian instrumen meliputi uji validitas dan reliabilitas. Hasil uji validitas menunjukkan bahwa seluruh item pertanyaan dari variabel storytelling, daya tarik, dan minat berkunjung memiliki nilai r-hitung > r-tabel, sehingga dinyatakan valid. Seluruh variabel juga menunjukkan nilai Cronbach’s Alpha di atas 0,9, yang berarti sangat reliabel. Teknik analisis data yang digunakan meliputi uji asumsi klasik (normalitas, linearitas, heteroskedastisitas, dan multikolinearitas), serta analisis regresi linear berganda untuk menguji pengaruh antar variabel. Penelitian ini diharapkan dapat memberikan kontribusi terhadap strategi promosi berbasis konten dan pengembangan daya tarik perpustakaan dalam meningkatkan minat kunjung generasi muda. This study aims to analyze the influence of storytelling and attraction on interest in visiting the Bank Indonesia (BI) Library in North Sumatra in Medan City. This study uses a quantitative approach with an associative research type. Data were obtained from 100 respondents who were library visitors during the period January–December 2024, who were selected through a simple random sampling technique. Data collection was carried out using questionnaire and interview methods, while instrument testing included validity and reliability tests. The results of the validity test showed that all question items from the storytelling, attraction, and interest in visiting variables had an r-count value> r-table, so they were declared valid. All variables also showed a Cronbach's Alpha value above 0.9, which means they are very reliable. The data analysis techniques used included the classical assumption test (normality, linearity, heteroscedasticity, and multicollinearity), as well as multiple linear regression analysis to test the influence between variables. This study is expected to contribute to content-based promotion strategies and the development of library attractions in increasing interest in visiting the younger generation.