Institutional Repository UIN Sunan Kalijaga YogyakartaPENGARUH OTORITAS TOKOH KEAGAMAAN DALAM KAMPANYE PUBLIK TERHADAP KEPUTUSAN MEMILIH SANTRI PADA PEMILU 2024 DI YOGYAKARTANIM.: 22105040024MOH Frendi Agus WijayaauthorThis study examines the influence of religious figures' authority in public campaigns on the voting decisions of santri (Islamic boarding school students) in the 2024 General Election in the Special Region of Yogyakarta (DIY). The research is motivated by the widespread phenomenon of kyai (Islamic clerics) and religious figures' involvement in electoral campaigns, including the sowan politik practice — political visits by candidates to pesantren (Islamic boarding schools) — which raises questions about the extent to which the kyai's charismatic authority can influence santri's political choices as voters. This study employed a quantitative approach with a survey design. The sample consisted of 175 active santri from various pesantren across DIY who had the right to vote in the 2024 General Election. Data were collected using a Likert-scale questionnaire comprising 48 items, all of which had been validated for reliability and validity. Analytical techniques included multiple linear regression and Moderated Regression Analysis (MRA) to test the moderating effects of three variables: santri's political literacy (Z1), pesantren orientation (Z2), and digital media literacy (Z3). The results reveal that: (1) There is a significant simultaneous influence of religious figures' authority and public campaigns on santri's voting decisions (F significant, p < .001; R² = .579), indicating that these two variables jointly explain 57.9% of the variance in santri's voting decisions. (2) Partially, the public campaign variable (X2) emerged as the dominant predictor with a regression coefficient of b = .622 (t = 12.820, p < .001), whereas religious authority (X1) was not significant on a partial basis (b = .089, p = .068), suggesting that the influence of authority is mediated through the act of public campaigning. (3) MRA revealed four significant moderation effects: pesantren orientation (Z2) amplified the influence of both X1 (p < .001) and X2 (p = .017) on voting decisions; while political literacy (Z1) weakened the influence of X2 (p = .048) and digital media literacy (Z3) most strongly weakened the influence of X2 (p < .001). The comprehensive model including moderating variables achieved R² = .729, explaining 72.9% of the variance in santri's voting decisions. This study concludes that the public campaign activities of religious figures constitute the primary electoral transmission mechanism of the kyai's influence over santri, while a politically active pesantren environment amplifies this influence and santri's digital media literacy serves as an effective epistemic shield that reduces it. These findings carry theoretical implications for the development of sociology of religion and political behavior studies in Indonesia, as well as practical implications for efforts to strengthen political and digital media literacy in pesantren environments in order to foster a more autonomous and critically engaged electoral participation among santri.306.6 Sosiologi - Agama2026-06-02UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS USHULUDDIN DAN PEMIKIRAN ISLAMThesis

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