Preferensi Media Sosial Generasi Milenial pada Tingkat Pengetahuan Calon Legislatif

Nufian S Febriani

Abstract


Penelitian ini dimaksudkan untuk menjawab permasalahan bagaimana preferensi media sosial pada generasi milenial terhadap tingkat pengetahuan atas calon legislatif dalam bentuk penjabaran data secara ilmiah dan sistematis. Berdasarkan catatan Komisi Pemilihan Umum (KPU), jumlah pemilih generasi milenial pada Pemilu 2019  proporsinya sekitar 34,2% dari total 152 juta pemilih. Dengan ketergantungan generasi milenial terhadap media sosial seperti Instagram, Facebook, Twitter serta berbagai macam aplikasi instant messanger seperti Whatsapp, kampanye politik melalui media sosial menjadi salah satu cara tepat untuk menarik simpati generasi milenial. Penelitian ini menggunakan salah satu model dalam kajian perilaku konsumen, yaitu TAM (Technology Acceptance Model ) yang kemudian diturunkan menjadi konsep preferensi konsumen dengan operasionalisasi variabel X adalah Preferensi Media Sosial dan variabel Y adalah Tingkat Pengetahuan. Metode yang digunakan adalah kuantitatif melalui survei terhadap 100 orang responden, yang menunjukan bahwa sebanyak 71 responden (71%) memiliki pengetahuan atas calon legislatif di kota asalnya dari media sosial dan sebanyak 29 responden (29%) menyatakan tidak mengetahui. Berdasarkan hasil survei tersebut, dapat disimpulkan bahwa penggunaan model Technology Acceptance Model (TAM) dapat digunakan untuk menganalisis faktor-faktor preferensi perilaku pemilih generasi milenial dalam menggunakan media sosial untuk mendapatkan pengetahuan atas calon legislatif melalui media sosial.

Kata kunci: Media sosial, generasi milenial, legislatif

 

ABSTRACT

This research is intended to answer the problem of how social media preferences in millennial generation are towards the level of knowledge of legislative candidates in the form of scientific and systematic translation of data. Based on the record of the General Election Commission (KPU), the number of millennial generation voters in the 2019 Election was around 34.2% of the total 152 million voters. With millennial generation dependence on social media such as Instagram, Facebook, Twitter and various instant messenger applications such as Whatsapp, making political campaigns through social media one of the right ways to attract the sympathy of millennials. This study uses one model in the study of consumer behavior, namely TAM (Technology Acceptance Model) which is then reduced to the concept of consumer preferences with the operationalization of variable X is the preference of social media and variable Y is the Level of Knowledge. The method used is quantitative through a survey of 100 respondents showing that as many as 71 respondents (71%) had knowledge of legislative candidates in their home city from social media and as many as 29 respondents (29%) stated they did not know. Based on the results of the survey, it can be concluded that the use of the Technology Acceptance Model (TAM) can be used to analyze the factors of preference of millennial generation voters in using social media to gain knowledge of legislative candidates through social media.

Keywords: Social media, millennial generation, legislative


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DOI: http://dx.doi.org/10.31000/nyimak.v4i1.2225

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