Pengaruh Konten Kreator Dalam Kampanye Pilkada Terhadap Keputusan Memilih Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara Dalam Pemilihan Gubernur Sumatera Utara 2024

Abstract

This research is entitled “The Influence of Content Creators in the Pilkada Campaign on the Decision to Vote for Students of the Faculty of Social and Political Sciences of the University of North Sumatra in the 2024 North Sumatra Governor Election”. The purpose of this research is to find out how content creators in conducting the North Sumatra Governor campaign during the Pilkada process, to find out the decision to vote for FISIP USU students in the North Sumatra Governor election and to find out the influence of content creators in the election campaign on the decision to vote for FISIP USU students in the 2024 North Sumatra governor election. The theory used in this research is the theory of uses and gratifications. This research is quantitative research and the data analysis techniques used are single table analysis, coefficient of determination test, and hypothesis testing through the Spearman's Rho Rank-Order Correlation formula using the SPSS 25 application. The population in this study were all FISIP USU students, with active status until 2024, totaling 4163 people with a sample of 98 respondents determined through the Slovin formula. The data in this study were obtained through a questionnaire using google form. This study shows that the creator content in the election campaign has a positive effect on the decision to vote for FISIP USU students, this is evidenced by the results of the coefficient of determination test of 54.2% which shows that the creator content in the election campaign influences the decision to vote for FISIP USU students in the 2024 North Sumatra Governor election. While the remaining 45.8% is influenced by other variables not examined in this study.