Pengaruh Kampanye Politik dari 3 Pasangan Calon Presiden dan Wakil Presiden pada Pemilu 2024 di Media Sosial Instagram terhadap Partisipasi Politik Pemilih Pemula di Kalangan Mahasiswa FISIP USU

Abstract

This research is entitled "The Influence of the Political Campaigns of 3 Candidate Pairs for President and Vice President in the 2024 Election on Instagram Social Media on the Political Participation of Beginner Voters Among Usu Faculty of Social and Political Sciences Students". This research method is a combination of quantitative and qualitative methods. There are two objectives in this research. The first aim of this research is to determine the influence of political campaigns on Instagram on the political participation of first-time voters. The second aim of this research is to determine the campaign based on posts uploaded to the Instagram accounts of three pairs of presidential and vice presidential candidates ahead of the 2024 election. The theory used in this research is political communication. The population in this study were 2022/2023 students, Faculty of Social and Political Sciences, University of North Sumatra, totaling 1,360. The sample consisted of 94 people determined using the Taro Yamane formula. This research applies probability sampling techniques. The data collection technique used was through questionnaires and interviews with selected respondents. Researchers carried out a series of data analysis techniques, namely descriptive statistics, hypothesis testing, coefficient of determination, and descriptive analysis. The research results show that there is an influence of political campaigns on Instagram social media on the political participation of novice voters. Hypothesis testing shows that Ho is rejected or Ha is accepted with a correlation coefficient value of 0.494, which shows that there is a significant relationship between the two variables. Through the correlation determinant test, it is known that TikTok content has an influence of 24%. Campaigns on Instagram Social Media have a relationship with the Political Participation of Beginner Voters.