PENGARUH PESAN KAMPANYE TERHADAP PARTISIPASI POLITIK PADA PEMILIHAN UMUM 2024 (Survey Pada Generasi Z Followers Akun Instagram @kpudiy Komisi Pemilihan Umum Daerah IstimewaYogyakarta)

Triyandi Palupi, nim.: 20107030064 (2025) PENGARUH PESAN KAMPANYE TERHADAP PARTISIPASI POLITIK PADA PEMILIHAN UMUM 2024 (Survey Pada Generasi Z Followers Akun Instagram @kpudiy Komisi Pemilihan Umum Daerah IstimewaYogyakarta). Skripsi thesis, UIN SUNAN KALIJAGAYOGYAKARTA.

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Abstract

General Election Commission Regulation No. 9 of 2022 establishes campaigns as a mandatory part of political education; however, its impact still requires further examination, given the low political participation despite the high number of Gen Z voters in Yogyakarta. The research problem formulated in this study is to determine the extent to which campaign messages influence Gen Z's political participation in the 2024 General Election. This study employs the campaign theory proposed by Rogers and Storey (1987), which assumes that a campaign is a planned activity aimed at influencing a specific audience within a certain timeframe. This study adopts a quantitative explanatory research method, focusing on the Instagram account managed by the Yogyakarta Regional General Election Commission, @kpudiy, as an intermediary platform. The study involves 97 Gen Z respondents who follow the @kpudiy account on Instagram. Findings from a simple linear regression analysis indicate that the campaign message variable—through its content and message structure in posts—has a significant influence on the political participation of Gen Z in the 2024 General Election. Additionally, this study identifies key factors such as supporting materials, visuals, emotional appeal, and message consistency as crucial elements in shaping the impact of campaign messages. The results of this study contribute to the development of more significant political communication strategies, particularly through social media platforms as a medium for political education. Keywords: Campaign messages, Political Participation, Generation Z, Instagram, 2024 General Election.

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