Pengaruh Strategi Komunikasi Politik Paslon Rahmat-Bagus di Media Sosial Terhadap Partisipasi Politik Dengan Kepercayaan Politik Sebagai Variabel Moderasi (Study pada Pemilih Pemula di Kota Balikpapan Kalimantan Timur)
The Influence of Rahmat–Bagus Candidate Pair's Political Communication Strategy on Social Media Toward Political Participation with Political Trust as a Moderating Variable (A Study of First-Time Voters in Balikpapan City, East Kalimantan)
DOI:
https://doi.org/10.31334/p5m3e845Kata Kunci:
Kepercayaan Politik; Partisipasi Politik; Strategi Komunikasi Politik; Media Sosial; Pemilih Pemula;Abstrak
Perkembangan ilmu pengetehaun dan teknologi di semua bidang menuntut kita untuk selalu menyesuaikan dengan perkembangan tersebut, termasuk di dunia politik. Penelitian ini merupakan penelitian explanatory reseach yang bertujuan untuk menguji teori komunikasi politik, teori kepercaryaan politik dan teori partisipasi politik. Penelitian ini bertujuan untuk mengungkapkan kepercayaan politik berperan sebagai variabel moderasi yang dapat memperkuat atau justru melemahkan pengaruh komunikasi politik terhadap partisipasi politik pada saat Pemiliham Umum Daerah Kota Balikpapan tahun 2024. Metode yang digunakan pada penelitian ini adalah menggunakan metode kuantitatif dengan jumlah responden 400 orang pemilih pemula yang dipilih dengan cara accident sampling, Setelah data diperoleh, data dioleh menggunakan aplikasi SMART-PLS4. Hasil penelitian ini menunjukkan bahwa strategi komunikais politik berpengerauh positif dan signifikan terhadap kepercayaan politik dan keputusan politik. Sedangkan kepercayaan politik berpengaruh positif dan signifikan terhadap partisipasi politik, namun tidak memoderasi hubungan antara strategi komunikasi politik dengan keputusan politik.
Abstract
The rapid development of science and technology across various sectors requires continuous adaptation, including in the field of politics. This study is an explanatory research that aims to examine the theories of political communication, political trust, and political participation. The purpose of this research is to investigate whether political trust functions as a moderating variable that can strengthen or weaken the influence of political communication strategies on political participation during the 2024 Balikpapan Regional Head Election. This study employed a quantitative research approach involving 400 first-time voters selected through accidental sampling. The collected data were analyzed using the SMART-PLS 4 application. The findings reveal that the political communication strategy implemented by the Rahmat–Bagus candidate pair through social media has a positive and significant effect on political trust and political participation. Furthermore, political trust also has a positive and significant effect on political participation. However, political trust was found not to moderate the relationship between political communication strategy and political participation. These findings indicate that effective political communication through social media can directly enhance political trust and encourage greater political participation among first-time voters. Nevertheless, political trust does not strengthen or weaken the influence of political communication strategies on political participation.
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