Ghain, Hijrah Wiguna De (2025) Pengaruh Politainment Di Media Sosial Terhadap Keputusan Pemilih Pemula Pada Pilpres 2024. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the influence of politainment on social media on the decisions of first-time voters in the 2024 Presidential Election in Pekanbaru City. The phenomenon of politainment, a combination of politics and entertainment, has become a political communication strategy widely used by presidential candidates to attract the attention of the younger generation, especially beginner voters who actively use social media as their main source of information. In this context, political content packaged in an entertaining manner is considered capable of influencing voters' perceptions, emotions, and political preferences. This study uses a quantitative approach with a survey method. The sampling technique used is purposive sampling with 100 respondents aged 17-22 years old in Pekanbaru City. Data were collected through a Likert scale-based questionnaire and analyzed using simple linear regression analysis with the help of SPSS version 25 software. The independent variable in this study was politainment on social media (X), while the dependent variable was voting decisions (Y). The results of the study indicate that politainment on social media has a significant and positive influence on the decisions of first-time voters in the 2024 presidential election. This means that the higher the intensity of exposure and interest of first-time voters in politainment content, the greater their tendency to make political choices. These findings confirm that social media plays an important role in shaping the political behavior of the younger generation, particularly through content that combines elements of entertainment and politics.

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