SHOLEKAH, SITI (2025) PENGARUH PESAN POLITIK MELALUI MEDIA SOSIAL TIKTOK AKUN @PRABOWOGIBRAN.2 TERHADAP PERILAKU PILIHAN GEN Z DI KELURAHAN MERUYA SELATAN PADA PILPRES 2024. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Social media has become an effective, affordable, and widespread campaign platform where prospective leaders can promote their vision, mission, and programs and gain support and feedback from potential voters. The emergence of campaigning through social media platforms such as TikTok has been utilized by various presidential and vice-presidential candidates in 2024 to gain votes on February 14, 2024, one of which is through the TikTok account @prabowogibran.2. The purpose of this study is to describe the influence of political messages through the TikTok account @prabowogibran.2 on the voting behavior of Gen Z in the South Meruya sub-district in the 2024 presidential election. This study uses the S-O-R (stimulus organism response) theory as the main theory, and theories or concepts about political messages, social media, TikTok, choice behavior, Gen Z, and Erving Goffman's dramaturgy theory. This study uses a quantitative-causal approach with survey and questionnaire methods as data collection instruments. In this study, what is meant by Gen Z is the young generation aged 17-28 years and living in Meruya Selatan Village, around 7,668 people. The sampling technique uses the Slovin formula with a margin of error of 6.22% so that the number of samples is 250 people. The sampling technique is purposive sampling. Political messages conveyed through the TikTok social media account @prabowo-gibran.2 have an influence of 55.6% on the choice behavior of Gen Z in Meruya Selatan Village in the 2024 presidential election. This demonstrates that political messages displayed on TikTok can stimulate and influence the political decisions of a large portion of Gen Z, particularly regarding the delivery of PrabowoGibran's work program. Keywords: Political Messages, Social Media, TikTok, Choice Behavior, and Gen Z Media sosial menjadi platform kampanye yang efektif, murah, dan luas dimana calon pemimpin dapat mempromosikan visi misi dan program mereka serta mendapatkan dukungan dan feedback dari para calon pemilih. Hadirnya fenomena kampanye melalui media sosial seperti tiktok turut dimanfaatkan oleh berbagai pasangan calon presiden dan calon wakil presiden 2024 agar mendapat perolehan suara pada tanggal 14 Februari 2024, salah satunya melalui tiktok @prabowogibran.2. Tujuan dari penelitian ini adalah untuk mengambarkan pengaruh pesan politik melalui media sosial tiktok akun @prabowogibran.2 terhadap perilaku pilihan Gen Z di Kelurahan Meruya Selatan pada Pilpres 2024. Penelitian ini menggunakan teori S-O-R (stimulus organism respon) sebagai teori utama, toeri atau konsep tentang pesan politik, dan teori dramaturgi dari Erving Goffman. Penelitian ini menggunakan pendekatan kuantitatif-kausal dengan metode survei dan kuesioner sebagai instrumen pengumpulan data. Dalam penelitian ini, Gen Z adalah generasi muda yang berusia 17-28 tahun dan tinggal di Kelurahan Meruya Selatan sekitar 7.668 orang. Teknik penentuan sampel menggunakan rumus slovin dengan margin eror sebesar 6,22% sehingga ditemukan jumlah sampel sebesar 250 orang. Teknik pengambilan sampel dengan purposive sampling. Pesan politik yang disampaikan melalui media sosial tiktok akun @prabowogibran.2 memiliki pengaruh sebesar 55,6% terhadap perilaku pilihan Gen Z di Kelurahan Meruya Selatan pada pilpres 2024. Hal tersebut menunjukkan bahwa pesan politik yang ditampilkan melalui tiktok mampu membentuk stimulus dan mempengaruhi keputusan politik sebagian besar Gen Z khususnya dalam hal penyampaian program kerja Prabowo Gibran. Kata Kunci : Pesan politik, Media Sosial, Tiktok, Perilaku Pilihan, dan Gen Z
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