FEBRYAWARNA, PUTI INTAN (2025) PENGARUH KAMPANYE POLITIK DI MEDIA SOSIAL TERHADAP POPULARITAS, AKSEPTABILITAS DAN ELEKTABILITAS CALON PRESIDEN PADA PEMILIH MUDA (Survey Followers Instagram Anies Baswedan). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The 2024 Presidential Election demonstrated a significant shift in political communication strategies, with social media, particularly Instagram, emerging as a primary medium for shaping a candidate’s image, attracting sympathy, and influencing young voters. However, social media algorithms have generated the phenomena of echo chambers and filter bubbles, which affect the effectiveness of political campaigns. While a candidate’s popularity may increase through continuous exposure, acceptability may be constrained if campaign messages circulate only within homogeneous groups, and electability is largely determined by the campaign’s ability to break through the limitations of such echo chambers and filter bubbles. Therefore, this study aims to analyze the extent to which Anies Baswedan’s Instagram political campaign influences popularity, acceptability, and electability within this phenomenon. The study employs political communication theory in social media with four main dimensions: content quality, speech informality, design, and posting frequency, along with the constructs of popularity, acceptability, and electability. The research adopts a positivist paradigm with a quantitative approach, using a survey method with purposive sampling of 100 respondents who follow Anies Baswedan’s Instagram account. Data were analyzed through validity and reliability testing, correlation analysis, simple linear regression, and hypothesis testing. The findings reveal a significant influence of Instagram political campaigns on the three variables, with popularity affected by 30.2%, acceptability by 23.8%, and electability by 22%. Popularity was influenced by the candidate’s reputation, vision and mission, and experience; acceptability by achievements, performance, and competence; while electability was enhanced through prominence, vision and mission, and work programs. This study concludes that Instagram political campaigns are effective in strengthening a candidate’s popularity but less effective in enhancing acceptability and electability, thereby indicating the continued necessity of conventional campaign strategies to achieve more optimal results. Keywords: Political Campaign, Social Media, Popularity, Acceptability, Electability Pemilu 2024 menunjukkan perubahan signifikan dalam strategi komunikasi politik dengan menjadikan media sosial, khususnya Instagram, sebagai salah satu media untuk membangun citra, menarik simpati, dan memengaruhi pemilih muda. Namun, algoritma media sosial menimbulkan fenomena echo chamber dan filter bubble yang berdampak pada efektivitas kampanye politik. Popularitas kandidat dapat meningkat karena eksposur yang terus menerus, namun akseptabilitas dapat terhambat jika hanya beredar di kalangan homogen, serta elektabilitas yang akan sangat ditentukan oleh kemampuan kampanye untuk menembus batasan echo chamber dan filter bubble tersebut. Sehingga tujuan dari penelitian ini menganalisis seberapa besar kampanye politik di Instagram Anies Baswedan memengaruhi popularitas, akseptabilitas, dan elektabilitas ditengah fenomena tersebut. Teori yang digunakan teori komunikasi politik di media sosial dengan 4 fokus utama yaitu kualitas konten, infomalitas pidato, desain dan frekuensi postingan; serta popularitas, akseptabilitas, dan elektabilitas. Paradigma yang digunakan adalah positivisme dengan pendekatan kuantitatif serta metode penelitian berupa survei dengan teknik purposive sampling terhadap 100 responden pengikut akun Instagram Anies Baswedan. Data dianalisis menggunakan uji validitas, reliabilitas, korelasi, regresi linier sederhana, serta uji hipotesis. Hasil penelitian menunjukkan adanya pengaruh signifikan kampanye politik di Instagram terhadap ketiga variabel tersebut dimana terhadap popularitas sebesar 30,2%, akseptabilitas 23,8%, dan elektabilitas 22%. Popularitas dipengaruhi oleh reputasi, visi misi, dan pengalaman kandidat; akseptabilitas oleh prestasi, kinerja atau kemampuan kandidat, sementara elektabilitas meningkat melalui ketenaran, visi misi, program kerjanya. Penelitian ini menegaskan bahwa kampanye politik di Instagram efektif membangun popularitas kandidat tetapi tidak dengan akseptabilitas dan elektabilitas sehingga masih diperlukan kampanye konvensional agar mendapatkan hasil yang lebih optimal Kata kunci: Kampanye Politik, Media Sosial, Popularitas, Akseptabilitas, Elektabilitas
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CD/552. 25 034 |
| NIM/NIDN Creators: | 55222120008 |
| Uncontrolled Keywords: | Kampanye Politik, Media Sosial, Popularitas, Akseptabilitas, Elektabilitas |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 303 Social Process/Proses Sosial > 303.3 Coordination and Control/Koordinasi dan Kontrol > 303.38 Public Opinion/Opini Publik 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 324 Political Process/Proses Politik > 324.9 Political Campaigns/Kampanye Politik 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | khalimah |
| Date Deposited: | 30 Sep 2025 01:40 |
| Last Modified: | 30 Sep 2025 01:40 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/98594 |
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