Pengaruh Jargon Kampanye dan Citra Kandidat terhadap Keputusan Memilih Pemilih Pemula pada Pemilihan Gubernur Kalimantan Timur Tahun 2024 Di Kota Samarinda
(The Impact of Campaign Slogans and Candidate Image on First-Time Voters’ Voting Decisions in The 2024 East Kalimantan Gubernatorial Election in Samarinda City)
DOI:
https://doi.org/10.31334/jxmnm098Kata Kunci:
Jargon Kampanye; Citra Kandidat; Keputusan Memilih; Pemilih Pemula;Abstrak
Penelitian ini dilatarbelakangi oleh pentingnya komunikasi politik dalam memengaruhi keputusan memilih pemilih pemula pada Pemilihan Gubernur Kalimantan Timur Tahun 2024 di Kota Samarinda. Pemilih pemula berusia 17–21 tahun merupakan kelompok yang cenderung belum memiliki orientasi politik yang kuat sehingga rentan dipengaruhi oleh pesan kampanye, simbol politik, dan citra kandidat. Penelitian ini bertujuan untuk menganalisis dan mengevaluasi pengaruh jargon kampanye dan citra kandidat, baik secara parsial maupun simultan, terhadap keputusan memilih pemilih pemula. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori. Data primer dikumpulkan melalui penyebaran kuesioner kepada 100 responden pemilih pemula di Kota Samarinda yang dipilih menggunakan teknik purposive sampling, sedangkan data sekunder diperoleh dari KPU Kota Samarinda, literatur, dan dokumen relevan lainnya. Data dianalisis menggunakan teknik statistik untuk menguji hubungan dan pengaruh antarvariabel. Hasil penelitian secara parsial, jargon kampanye memberi pengaruh sebesar 68,9%, sedangkan citra kandidat sebesar 75,9%. Secara simultan, keduanya berkontribusi sebesar 78,4%. Kesimpulannya jargon kampanye dan citra kandidat terbukti berpengaruh terhadap keputusan memilih pemilih pemula di Kota Samarinda.
Abstract
This research was motivated by the importance of political communication in influencing the voting decisions of first-time voters in the 2024 East Kalimantan Gubernatorial Election in Samarinda City. First-time voters aged 17–21 years constitute a group that tends not yet to have a strong political orientation, making them more susceptible to campaign messages, political symbols, and candidate image. This research aims to analyze and evaluate the impact of campaign slogans and candidate image, both partially and simultaneously, on first-time voters’ voting decisions. The research employed a quantitative approach with an explanatory research design. Primary data were collected through questionnaires distributed to 100 first-time voters in Samarinda City selected using purposive sampling, while secondary data were obtained from the Samarinda City General Election Commission (KPU), literature, and other relevant documents. The data were analyzed using statistical techniques to examine the relationships and effects among variables. The results indicate that, partially, campaign slogans contributed 68.9% to voting decisions, while candidate image contributed 75.9%. Simultaneously, both variables contributed 78.4%. The findings demonstrate that campaign slogans and candidate image significantly influence the voting decisions of first-time voters in Samarinda City.
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