The Influence of Horror Content "Diary Mistery Sara" on The Sara Wijayanto Youtube Channel Towards The Mystical Belief Pengaruh Terpaan Tayangan Horor “Diary Misteri Sara” Pada Youtube Channel Sara Wijayanto Terhadap Sikap Kepercayaan Akan Mistis Khofifah Nurdianti Finy Fitrya Basarah INSTITUTION Univ ersitas Mercu Buana Jakarta, Indonesia PHONE - EMAIL key ennurdia@gmail.com finy.basarah@mercubuana.ac.id DOI https://www.doi.org/ 1 0.37010/prop.v4i1.1429 PAPER PAGE 1-17 PROPAGANDA is a Journal of Com m unication Studies which is publish twice a year on January and July. PROPAGANDA is a scientific publication media in the form of conceptual paper and field research related to communication studies. It is hoped that PROPAGANDA can become a media for academics and researchers to publish their scientific work and become a reference source for the dev elopment of science and knowledge. ABSTRACT YouTube menjadi salah satu media sosial terpopuler karena memiliki berbagai jenis konten yang bisa ditonton secara bebas, termasuk konten horor dan mistis. Salah satu channel YouTube yang memiliki konten horor adalah "Diary Mystery Sara" (karya Sara Wijatanto) atau dikenal dengan DMS. Penelitian ini menggunakan teori S-O-R (Stimulus-Organism-Response) untuk mengkaji keyakinan mistik penonton. Teori S- O-R berasumsi bahwa efek media y ang dihasilkan merupakan reaksi spesifik terhadap stimulus tertentu. Dalam penelitian ini, STIMULUSnya adalah konten horor pada “Diary Mistery Sara”, Organisme Mahasiswa Penyiaran Fakultas Ilmu Komunikasi Univ ersitas Mercu Buana angkatan 2020, dan stimulusnya adalah key akinan m istik. Penelitian ini m enggunakan pendekatan kuantitatif eksplanatori, paradigma positivisme, dan metode survei dengan menyebarkan kuesioner sebagai instrumen penelitian data kepada 52 responden dengan kriteria purposive sampling. Hasil penelitian nilai koefisien korelasi sebesar 0,817 menunjukkan hubungan positif y ang sangat kuat dan searah. Koefisien determinasi sebesar 66,8% menunjukkan bahwa Key akinan Mistik (Y) sebesar 66,8% dapat dijelaskan oleh variabel bebas Konten Horor “Diary Mistery Sara” (X), sisanya sebesar 33,2% dipengaruhi oleh v ariabel atau faktor lain. Dimensi y ang mempunyai pengaruh besar dengan nilai mean tertinggi adalah attention pada variabel X dan cognitive pada v ariabel Y, sedangkan nilai mean terendah adalah frequency pada variabel X, dan affective pada v ariabel Y. YouTube is one of the most popular social media because it has various types of content that can be watched freely, including horror and mystical content. One of the YouTube channels who has horror content is "Diary Mystery Sara" (by Sara Wijatanto) or known as DMS. This research uses the S-O-R (Stimulus-Organism- Response) theory to examine the audience's mystical beliefs. The S-O-R theory assumes that the media effects produced are a specific reaction to a specific stimulus. In this research, The STIMULUS is horror content on “Diary Mistery Sara", the ORGANISM is Broadcasting Students at Faculty of Communication Mercu Buana University class of 2020, and the RESPONSE is the mystical beliefs. This research uses an explanatory quantitative approach, positivis m paradigm, and survey method by distributing questionnaire as a data research instrument to 52 respondents with purposive sampling criteria. The results of the research are a correlation coefficient value of 0.817 which shows a very strong positive relationship and is unidirectional. The Determination Coefficient is 66.8%, which shows that 66.8% of Mystical Beliefs (Y) can be explained by the independent variable Horror Content "Diary Mistery Sara" (X), the remaining of 33.2% is influenced by another variables or factors. The dimensions with a large influence with the highest mean value are the ATTENTION on variable X and the COGNTIVE on variable Y, while lowest mean values are the FREQUENCY on variable X, and the AFFECTIVE on variable Y. KEYWORD diary mistery sara, youtube, kepercayaan mistik diary mistery sara, youtube, mystical beliefs