This research is about audience response towards moral values in cinema. The purpose of this study is to describe SMAN 44 Jakarta students response towards moral values in “Habibie & Ainun” movie at cinema. The theories used in this research is mass communication effect theory. Mass communication effect theory will be divided into three dimensions, which are cognitive dimension, affective dimension, and behavioral dimension, which is the operationalized into 21 questions on a questionnaire in this study. This study uses a quantitative descriptive research method. By distributing questionnaires to SMAN 44 Jakarts students class XII as the research respondent. The population of this study are 248 people. Thus, the researcher took a sample of 71 respondents. The sampling technique used in this study is purposive sampling. It can be concluded that the audience consider “Habibie & Ainun” movies provide information, knowledge and moral values to the audience.
Keywords: moral value, movie, audience response.