Pemilih Pemula dan Media Sosial: Menelusuri Faktor-Faktor Pembentuk Preferensi Politik

Abstract

This research investigates the factors shaping the political preferences of first-time voters in Indonesia, emphasizing the pivotal role of social media in the digital era. Using a quantitative approach, data were collected through an online questionnaire distributed to 206 Gen Z respondents in Pekanbaru, who actively engaged with platforms such as TikTok, Instagram, and Twitter during the 2024 presidential campaign. Analysis reveals that social media is not merely a channel of information but a dynamic space for opinion formation, with 80% of respondents relying on it as their primary source of political information. Key factors influencing preferences include candidates’ visions (85%), track records (70%), and leadership qualities (65%), while creative campaign content and responsiveness to emerging issues also significantly affected choices. Four theoretical frameworks guide this study: the Theory of Reasoned Action, which elucidates how attitudes and perceived social norms shape voting intentions; Uses and Gratifications Theory, highlighting the active role of young voters in seeking political content for identity and social interaction; the Elaboration Likelihood Model, explaining the dominance of peripheral cues over deep message processing; and the Spiral of Silence, uncovering self-censorship dynamics in online political discourse. This research contributes to the fields of political science and governance by offering empirical insights into how digital environments transform electoral behavior. Findings underscore the necessity for adaptive communication strategies and media literacy programs to strengthen informed participation among young voters, ensuring democratic resilience in the face of digital disinformation.