Pengaruh Media Sosial Tiktok terhadap Preferensi Memilih Mahasiswa Universitas Sumatera Utara Angkatan 2022 dan 2023 pada Pemilihan Presiden 2024

Abstract

This study aims to describe whether there is an influence of the TikTok social media application on the voting preferences of the University of North Sumatra class of 2022 and 2023 in the 2024 presidential election. TikTok social media is one of the most widely used social media among students where the application has various contents such as entertainment, education, information, and promotions which have an impact on students' voting preferences such as influencing students' emotional or emotional conditions, influencing the values they believe in and their political responses. This research uses social media relationship theory and voting preferences, political behavior, and general election theory using quantitative research methods. The data analysis technique used is simple linear regression analysis and hypothesis testing (T test). The population in this study were USU students class of 2022 and 2023 totaling 17,732 people with a sample of 176 respondents. Data collection in this study used a questionnaire distributed to students of the University of North Sumatra class of 2022 and 2023 who are undergoing undergraduate education and are users of the TikTok social media application. The results showed that there was a relationship in the medium category between the social media variable TikTok and the variable preference to choose. The effect of the independent variable (TikTok social media) on the dependent variable (voting preference) is 32.8%. Furthermore, 67.2% is influenced by other factors not examined in this study. TikTok social media has a positive effect on the voting preferences of the 2022 and 2023 batches of University of North Sumatra students in providing information on political developments, providing political knowledge in the application, and as a means of political preference for users of the social media application.