PENGARUH PESAN POLITIK DI INSTAGRAM @PDIPSIDOARJO TERHADAP CITRA DPC PDI PERJUANGAN KABUPATEN SIDOARJO

Abstrak

This study looks at the influence of political messages on Instagram @pdipsidoarjo on the
image of the PDI Perjuangan Sidoarjo DPC in influencing voting intentions among people in
the digital era in Indonesia. The research was conducted using a quantitative approach and
collected data from 124 respondents who are residents of Sidoarjo Regency and are entitled
to vote. The results showed that the four variables that influence the quality of social media
political campaigns, namely content quality, speech informality, design, and posting
frequency have a significant and positive effect on voting intentions. But among these
variables, design has the most significant and positive influence. This seems to be related to
the nature of Instagram as a photo and video-based social media. And the results of the t test
on the influence of political messages on Instagram @pdipsidoarjo produce a CSR message
effectiveness variable that obtains a t value of 10.993 and a significance value of <0.001.
Because the value of the t variable is greater than 1.65 (obtained from ttable) and the
significance value of the variable is less than 0.1 (10%), this variable is stated to have a
significant influence on the image of the party. So that political messages conveyed effectively
can affect the image of the party.