Eko Pranoto, Danu (2024) Pengaruh Dimensi Ekuitas dan Sifat Kepemimpinan Merek Politik terhadap Niat Memilih Generasi Muda. Sarjana thesis, Universitas Brawijaya.
Abstract
Memahami perilaku pemilih muda merupakan keniscayaan bagi setiap kandidat yang ingin berlaga di Pemilu Indonesia 2024 karena dominasi suaranya menyumbang 56,45% suara nasional. Untuk itulah melalui pengujian dimensi dalam teori ekuitas dan sifat kepemimpinan merek politik yang diasumsikan memengaruhi niat memilih, penelitian ini memberi valuasi kekuatan persepsi dan sifat kepemimpinan kandidat. Dimensi dalam teori ekuitas merek politik yang diujikan meliputi name awareness, association strength, perceived quality, dan loyalty pada kandidat, serta dimensi sifat kepemimpinan, yakni competence dan warmth. Penelitian ini menggunakan surveikuesioner dengan sampel 400 responden dari generasi muda (Milenial dan Gen Z) yang melakukan pemungutan suara di wilayah provinsi se-Pulau Jawa (Banten, DKI Jakarta, Jawa Barat, Jawa Tengah, DI Yogyakarta, dan Jawa Timur). Respons diagregasikan dalam skor rerata setiap indikator dalam satu variabel berdasarkan pengelompokan subjek penelitian. PLS-SEM digunakan untuk memprediksi hipotesis yang paling diterima. Hasil menunjukkan terdapat pengaruh positif dan signifikan antara perceived quality, loyalty, competence, dan warmth daripada kandidat, terhadap niat memilih konstituen sebelum Pemilu; sedangkan name awareness dan association strength daripada kandidat, tidak berpengaruh positif dan signifikan. Hasil ini berimplikasi pada perencanaan strategi komunikasi politik dari kandidat yang ingin berlaga di Pemilu agar memahami fakta bahwa tidak semua pemilih generasi muda adalah pemilih rasional dan persepsi kefiguran tokoh yang terkait emosional dengan pemilih sangat memainkan peran penting dalam mendorong niat memilih mereka. Media sosial telah membentuk persepsi konstituen pada kandidat politik, termasuk dalam hal membentuk ekuitas merek politik dan persepsi sifat kepemimpinannya.
English Abstract
Understanding the behavior of young voters is a necessity for candidates who want to compete in the 2024 Indonesian Election because their voice dominance accounts for 56.45% of national vote. By examining dimensions in equity theory and political brand leadership traits that are assumed to influence voting intentions, this research provides an evaluation of the perceived strength and leadership traits of candidates. The dimensions in political brand equity theory tested include name awareness, association strength, perceived quality, and loyalty to candidates, as well as dimensions of leadership traits, namely competence and warmth. This research used questionnaire surveys with a sample of 400 respondents from the younger generation (Millennials and Gen Z) who voted in provinces throughout Java Island (Banten, DKI Jakarta, West Java, Central Java, DI Yogyakarta and East Java). Responses are aggregated into the average score of each indicator in one variable based on the grouping of research subjects. PLS-SEM is used to predict the most accepted hypothesis. The results show that there is a positive and significant influence between perceived quality, loyalty, competence and warmth of candidates on the intention to vote for constituents before the election; Meanwhile, name awareness and association strength of the candidate did not have a positive and significant effect. These results have implications for planning political communication strategies for candidates who want to compete in the General Election to understand the fact that not all young generation voters are rational voters and the perception of figures who are emotionally connected to voters plays an important role in encouraging their voting intentions. Social media has shaped constituents' perceptions of political candidates, including in terms of shaping political brand equity and perceptions of their leadership traits.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052411 |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Annisti Nurul F |
| Date Deposited: | 20 Jun 2024 08:10 |
| Last Modified: | 20 Jun 2024 08:10 |
| URI: | http://repository.ub.ac.id/id/eprint/221501 |
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