Preferensi Media Sosial Generasi Milenial pada Tingkat Pengetahuan Calon Legislatif

Nufian S Febriani

doi:10.31000/nyimak.v4i1.2225

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

Full Text:

PDF

References

Alharbi, S., & Drew, S. (2014). Using the Technology Acceptance Model in Understanding Academics’ Behavioural Intention to Use Learning Management Systems. International Journal of Advanced Computer Science and Applications. https://doi.org/10.14569/ijacsa.2014.050120

Alvara Research Center. (2017). The Urban Middle-Class Millenials Indonesia. 40. http://alvara-strategic.com/wp-content/uploads/whitepaper/The-Urban-Middle-Class-Millenials.pdf

Andriyani, T.A., Zahra, S., Swasti., D. . (2017). Gambaran Pola Identifikasi Generasi Milenial Dalam Memilih Tokoh Politik Melalui Media Sosial (Vol. 3, Issue 2). https://doi.org/10.22236/JIPP-39

Badan Pusat Statistik. (2017). Badan Pusat Statistik (pp. 335–358). https://doi.org/10.1055/s-2008-1040325

Berkup, S. B. (2014). Working with generations X and Y In generation Z period: Management of different generations in business life. Mediterranean Journal of Social Sciences. https://doi.org/10.5901/mjss.2014.v5n19p218

Blackburn, H. (2011). Millennials and the adoption of new technologies in libraries through the diffusion of innovations process. Library Hi Tech. https://doi.org/10.1108/07378831111189769

Carson, N. J. (2010). Born Digital: Understanding the First Generation of Digital Natives. In Journal of the American Academy of Child & Adolescent Psychiatry (Vol. 49, Issue 7, pp. 718–720). https://doi.org/10.1097/00004583-201007000-00013

Craig, R. T. (2012). Communication as a Field and Discipline. In The International Encyclopedia of Communication. https://doi.org/10.1002/9781405186407.wbiecc074

CSIS. (2017, September 12). Retrieved September 14, 2019, from https://www.csis.or.id/

Damiarti, A. A., Trie Damayanti, T., & Nugrahai, A. R. (2019). KAMPANYE #THINKBEFOREYOUSHARE OLEH ORGANISASI DO SOMETHING INDONESIA UNTUK MENGUBAH PERILAKU GENERASI MILENIAL. Metacommunication: Journal of Communication Studies. https://doi.org/10.20527/mc.v4i1.6355

Daniel, A. J. (2005). An Exploration of Middle and High School Students’ Perceptions of Deviant Behavior When Using Computers and the Internet. The Journal of Technology Studies. https://doi.org/10.21061/jots.v31i2.a.2

Deal, J. J., Altman, D. G., & Rogelberg, S. G. (2010). Millennials at work: What we know and what we need to do (if anything). Journal of Business and Psychology. https://doi.org/10.1007/s10869-010-9177-2

Deny, S. (2017, November 3). Milenial Pilih Menganggur ketimbang Bekerja

di Sektor Informal. Dipetik September 13, 2018, Retrieved from

https://www.liputan6.com/bisnis/read/3150332/milenial-pilihmenganggur-

ketimbang-bekerja-di-sektor-informal

Doni, F. R., & Faqih, H. (2017). Perilaku Penggunaan Media Sosial Pada Kalangan Remaja. IJSE-Indonesian Journal on Software Engineering.

Geser, H. (2006). Are girls (even) more addicted? Some gender patterns of cell phone usage. Sociology in Switzerland: Sociology of the Mobile Phone.

Ihsanuddin. (2013, November 12). Media “Mainstream” dikuasi Politisi, media social jadi alternatif . Kompas. Retrieved from https://nasional.kompas.com

Kominfo. (2018). Jumlah Pengguna Internet 2017 Meningkat, Kominfo Terus Lakukan Percepatan Pembangunan Broadband. Kementrian Komunikasi Dan Infotmatika.

KPU. (2019, Juni 7). KPU Tetapkan DPT Pemilu 2019. Retrieved from https://www.kpu.go.id/index.php/searching?cx=008990468370182569680%3Amz1ac1l55hq&cof=FORID%3A11&q=DPT&sa=

Kroski, E. (2008). On the Move with the Mobile Web: Libraries and Mobile Technologies. Library Technology Reports.

Lyons, S. (2004). An exploration of generational values in life and at work. In ProQuest Dissertations and Theses.

Meja, V., Kettler, D., Meja, V., & Kettler, D. (2018). The Problem of Generations. In From Karl Mannheim. https://doi.org/10.4324/9780203791318-7

Millennials Outnumber Baby Boomers and Are Far More Diverse, Census Bureau Reports. (2015, Juni 25). Retrieved September 1, 2019, from https://www.census.gov/newsroom/press-releases/2015/cb15-113.html

Morrisan. (2016). Tingkat Partisipasi Politik dan Sosial Generasi Muda. Visi Komunikasi.

Naafs, S., & White, B. (2012). Work-Life Balance pada Generasi Y. Dalam Asosiasi Psikologi Industri dan Organisasi. Jurnal Studi Pemuda, I(2), 89–106.

Nabila, M. (2019). Survei APJII: Pengguna Internet di Indonesia Capai 171,17 Juta Sepanjang 2018. Dailysocial.Id.

Papp, R., & Matulich, E. (2011). Negotiating the deal/ : using technology to reach the Millennials. Journal of Behavioral Studies in Business.

Park, S. Y. (2009). An analysis of the technology acceptance model in understanding University students’ behavioral intention to use e-Learning. Educational Technology and Society.

Raenaldy, A., & Erviantono, T. (2017). Hubungan antara Media Sosial terhadap Peluang Kemenangan Pasangan Calon Gubernur DKI Jakarta Pada Pilkada 2017 (Studi Wilayah Jakarta Utara).

Ratnaningsih I.Z., Prasetyo, A. . (2017). Work-Life Balance pada Generasi Y. Dalam Asosiasi Psikologi Industri dan Organisasi. Work-Life Balance Pada Generasi Y. Dalam Asosiasi Psikologi Industri Dan Organisasi, 208–216.

Stafford, D., & Griffis, H. (2008). A review of millennial generation characteristics and military workforce implications. Center for Naval Analysis, May. http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.148.7496&rep=rep1&type=pdf

Stieglitz, S., & Dang-Xuan, L. (2013). Social media and political communication: a social media analytics framework. Social Network Analysis and Mining. https://doi.org/10.1007/s13278-012-0079-3

Taherdoost, H. (2018). A review of technology acceptance and adoption models and theories. Procedia Manufacturing. https://doi.org/10.1016/j.promfg.2018.03.137

Venkatesh, V., & Bala, H. (2008). Technology acceptance model 3 and a research agenda on interventions. Decision Sciences. https://doi.org/10.1111/j.1540-5915.2008.00192.x

Wedhaswary, Inggried Dwi. (2013, Mei 29). Parpol Serius Garap Media Sosial. Kompas. Retrieved from: https://nasional.kompas.com

Yakob, R. (2009). Grown Up Digital: How the Net Generation is Changing Your World. International Journal of Advertising, 28(1), 182–184. https://doi.org/10.2501/s0265048709090490

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