Persepsi Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara terhadap Kpopfikasi Anies Baswedan pada Media Sosial X @Aniesbubble Menjelang Pemilu Tahun 2024

Abstract

This research aims to analyze the perceptions of students of the Faculty of Social and Political Sciences, University of North Sumatra towards Anies Baswedan's Kpopfication phenomenon on social media X @Aniesbubble ahead of the 2024 elections. The Kpopfication phenomenon refers to the integration of elements of K-pop popular culture into political campaigns to create a closer and more attractive image among young voters. This research uses a quantitative research method with a descriptive approach, where data is collected through distributing questionnaires to 97 FISIP USU students class of 2020-2023. The results showed that the majority of respondents had a positive perception of Anies Baswedan's Kpopfication. As many as 66% of respondents agreed and 10.3% strongly agreed that this approach was effective in introducing Anies Baswedan's vision, mission, and achievements. In addition, 47.4% of respondents agreed and 25.8% strongly agreed that the Kpopfication content on the @Aniesbubble account increased their interest in Anies Baswedan's campaign. The analysis also revealed that factors such as personal experience with K-pop culture, social media usage, and political knowledge influenced students' perceptions of these Kpopfications. Overall, this study concludes that communication strategies using the Kpopfication approach succeeded in attracting attention and increasing Generation Z's interest in politics. This suggests that the integration of popular culture elements into political campaigns can be an effective tool to increase political engagement and participation among young voters.