Pengaruh dan Korelasi Media Sosial TikTok Terhadap “decision making” Pemilihan Presiden 2024 Pada Mahasiswa FISIP Universitas Sumatera Utara Stambuk 2021

Abstract

This study aims to analyze the influence and correlation between TikTok social media usage on voter decision-making in the presidential election. TikTok, as one of the rapidly growing social media platforms, enables the dissemination of political information through creative, interactive, and viral content. In a political context, this platform is a strategic tool for political campaigns to attract the attention of potential voters, especially among young people. This study uses a quantitative approach with a survey method to 100 respondents who actively use TikTok and have the right to vote in the presidential election. The variables analyzed include the intensity of TikTok usage, exposure to political content, and how information received on the platform influences voters' perceptions and political choices. In addition, this study also explores the extent to which trust in the information presented on TikTok influences voter decision-making. The results of the study show a significant correlation between the intensity of TikTok usage and changes in voters' political perceptions. TikTok also has a strong influence on the formation of political opinion, especially among young voters. In addition, political content presented in an interesting and easily accessible way also contributes to strengthening voter preferences for certain presidential candidates. This study concludes that TikTok has an important role in the voter decision-making process, especially in the current digital era, where social media is one of the main sources of information in political campaigns.