ZAHRA, AMIRA (2025) HUBUNGAN SIKAP PEMILIH PADA FILM "DIRTY VOTE" DENGAN POLITICAL DECISION MAKING. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
During the 2024 election period, the media plays an important role in providing information about political developments, campaigns, and key issues that voters need to consider when evaluating candidates, one of which is the Dirty Vote film. The Dirty Vote film as one of the media providing political information has an important role in determining how individuals make their political decisions. Decision-making strategies vary based on cognitive complexity, the amount of information that needs to be analyzed, the balance of information from various sources, and the possibility of making the right decision, and this study was also conducted after the 2024 election to understand how voters with existing political preferences behave about the Dirty Vote film. This study will use a correlationcomparative approach to see the correlation between the variables of voter attitudes towards the Dirty Vote film and Political decision Making. Data collection in this study used a questionnaire survey method. The number of samples in this study was 156. There is a relationship between voter attitudes towards the Dirty Vote film and classical rational choice decision making (r = 0.359, sig. 0.000 < 0.050), voter attitudes towards the Dirty Vote film are also related to affect-driven motivated reasoning and cognitive consistency confirmatory decision making (r = 0.216, sig. 0.007 < 0.050). Ecological rationality Fast & Frugal decision making is related to voter attitudes towards the Dirty Vote film (r = 0.216, sig. 0.007 < 0.050). There are differences in voter attitudes towards the Dirty Vote film in three groups (P-value = < 0.001, F = 13.457) The conclusion of this study shows that voter attitudes towards the Dirty Vote film are positively related to three decisionmaking strategies. In addition, there are differences in voter attitudes towards the Dirty Vote film based on the candidate voter group. Keywords: Political decision making, Indoensia election 2024, voters attitude, media Selama periode pemilu 2024, media memainkan peran penting dalam menyediakan informasi tentang perkembangan politik, kampanye, dan isu-isu utama yang perlu dipertimbangkan pemilih saat mengevaluasi kandidat, salah satunya adalah film Dirty Vote. Film Dirty Vote sebagai salah satu media penyedia informasi politik memiliki peran penting dalam menentukan cara individu dalam mengambil keputusan politiknya. Strategi pengambilan keputusan bervariasi berdasarkan kompleksitas kognitif, jumlah informasi yang perlu dianalisis, keseimbangan informasi dari berbagai sumber, dan kemungkinan membuat keputusan yang tepat, dan juga penelitian ini dilakukan setelah pemilu 2024 untuk memahami bagaimana sikap pemilih dengan preferensi politik yang sudah ada tentang film Dirty Vote. Penelitian ini akan menggunakan pendekatan korelasi-komparatif untuk melihat korelasi antara variable sikap pemilih terhadap film Dirty Vote dan Political decision Making. Pengumpulan data dalam penelitian ini menggunakan metode survey kuesioner. Jumlah sampel dalam penelitian ini adalah 156.Ada hubungan antara sikap pemilih terhadap film Dirty Vote dengan rational choice decision making (r = 0.359, sig. 0.000 < 0.050), sikap pemilih pada film Dirty Vote juga berhubungan dengan affect-driven motivated reasoning and Cognitive consistency Confirmatory decision making (r = 0.216, sig. < 0.007 0.050). Ecological rationality Fast & Frugal decision making berhubungan dengan sikap pemilih terhadap film Dirty Vote (r = 0.216, sig. 0.007 < 0.050). Ada perbedaan sikap pemilih terhadap film Dirty Vote pada tiga kelompok (P-value = < 0.001, F = 13.457) Kesimpulan penelitian ini menunjukkan bahwa sikap pemilih terhadap film Dirty Vote berhubungan positif dengan tiga strategi pengambilan keputusan. Selain itu, terdapat perbedaan sikap pemilih terhadap film Dirty Vote berdasarkan kelompok pemilih paslon. Kata kunci: Political decision making, pemilu Indonesia 2024, sikap pemilih, media
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