LIWU, ELISABETH IMELDA KEVIN (2023) PENGARUH STRATEGI PUBLIC RELATIONS KPU FLORES TIMUR TERHADAP PENINGKATAN PARTISIPASI MASYARAKAT PEMILIH PADA PROSES PEMILU 2024. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In carrying out the public relations role of the East Flores Regency KPU secretariat, it has four sub-sections that act as supporting staff, namely the technical implementation sub-division, data and information planning sub-division, general finance and logistics sub- division and legal and HR sub-division. Of the four subdivisions, public relations is played in the technical duties of the election administration subsection. One of the responsibilities of the technical sub-division for organizing elections is to carry out the role of public relations. To ward off or clarify negative scrutiny from community groups or political parties, the technical and public relations subdivisions will work in producing institutional messages to the wider community which are conveyed either through outreach activities, producing daily news, making news clippings, disseminating information through social media. Of course, the production of news or outreach materials is always based on appropriate and correct, effective and efficient communication techniques according to communication theory. This study aims to determine the effect of the East Flores KPU Public Relations Strategy on Increasing Voter Public Participation in the 2024 Election Process. This research consists of two variables, namely the independent variable (Public Relations Strategy) and the dependent variable (Public Participation). The sample in this study amounted to 280 samples, using descriptive research methods and using Logisiz Regression/Binary Logistic Regression data analysis techniques. The results of this study indicate that there is an influence of the public relations strategy on increasing public participation, seen from the partial test results the p-value for the public relations strategy variable is 0.007 and this research model is feasible to use, this can be seen through the Hit Ratio (Percentage Correct) of 71, 4 where this value is greater than 0.005, and the r-square value in this study is 69.55%. In conclusion, the publicrelations strategy influences the public to participate in the 2024 election process. Keywords : Strategi, Public Relations, Partisipasi, Masyarakat,Pemilu Dalam menjalankan peran public relations kesekretariatan KPU Kabupaten Flores Timur, memiliki empat subbagian yang berperan sebagai suporting staf yakni subbagian teknis penyelenggaraan, subbagian perencanaan data dan informasi, subbagian keuangan umum dan logistik serta subbagian hukum dan SDM. Dari keempat subbagian tersebut public relations diperankan dalam tupoksi subbagian teknis penyelenggaraan pemilu. Salah satu tanggung jawab subbagian teknis penyelenggaraan pemilu adalah melakukan peran public relations. Untuk menepis atau mengklarifikasi sorotan-sorotan negatif dari kelompok masyarakat atau partai politik, subbagian teknis dan hupmas akan bekerja dalam memproduksi pesan-pesan lembaga kepada masyarakat luas yang disampaikan baik lewat kegiatan sosialisasi, produksi berita harian, pembuatan keliping-keliping berita, penyebaran informasi melalui media sosial. Tentunya pembuatan materi-materi berita ataupun sosialisasi, selalu berlandask8an pada kaidah teknik berkomunikasi yang tepat dan benar, efektif dan efisien sesuai teori komunikasi. Penelitian ini bertujuan untuk mengetahui Pengaruh Strategi Public Relations KPU Flores Timur Terhadap Peningkatan Partisipasi Masyarakat Pemilih Pada Proses Pemilu 2024. Peneltian ini terdiri dari dua variabel yaitu variabel indepndent (Strategi Public Relations) dan variabel dependent (Partisipasi Masyarakat). Sampel dalam penelitian ini berjumlah 280 sampel, dengan menggunakan metode penelitian deskriptif dan menggunakan Teknik analisa data Logisiz Regression/Regresi Logistik Biner. Hasil penelitian ini menunjukan adanya pengaruh strategi public relations terhadap peningkatan partisipasi masyarakat, dilihat hasil uji parsial nilai p-value untuk variabel strategi public relation adalah 0,007 dan model penelitian ini layak digunakan, hal ini dilihat melalui besaran Hit Ratio (Percentage Correct) sebesar 71,4 dimana nilai ini lebih besar dari 0,005, dan nilai r-square dalam penelitian ini sebesar 69,55%. Kesimpulannya, strtategi public relations membawa pengaruh terhadap masyarakat untuk ikut serta berpartisipasi dalam proses pemilu 2024. Kata Kunci : Strategi, Public Relations, Partisipasi, Masyarakat,Pemilu
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