Setiawan, Rizki (2025) Pengaruh Iklan Politik Prabowo Gibran Terhadap Tingkat Partisipasi Pemilih Pemula Pada Pemilu Presiden 2024 Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze the influence of political advertising on first-time voter participation in the 2024 Presidential Election in Pekanbaru City. First-time voters, consisting of young people aged 17-21 years, represent a strategic demographic highly susceptible to campaign media, including political advertisements. The research employs a quantitative approach using a survey method with 100 first-time voter respondents in Pekanbaru City. Data were analyzed using simple linear regression to measure the extent to which political advertising influences their interest and participation in the election. The results indicate that political advertising has a significant effect on increasing political awareness among first-time voters. However, its effectiveness in driving actual participation depends on supporting factors such as voter education and the credibility of the advertising messages. These findings provide important implications for political parties and election organizers in designing more effective campaign strategies to enhance youth participation.

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