STRATEGI KOMUNIKASI PELAYANAN PUBLIK KPU KOTA MALANG DALAM MENINGKATKAN PARTISIPASI PEMILIH PADA PEMILU 2024

This study examines the public service communication strategies implemented by the General Election Commission (KPU) of Malang City to increase voter participation in the 2024 elections. The research is motivated by the importance of political participation in strengthening democracy, particularly amidst the dynamics of elections in Indonesia. The main objective of the study is to understand how KPU Malang City carries out its communication strategies and how effective these strategies are in encouraging public participation in the elections.

The research employs a qualitative approach, including interviews with KPU members, document analysis, and digital outreach on social media. The findings indicate that KPU Malang City utilizes various communication strategies, including direct socialization, social media campaigns, collaboration with local communities and stakeholders, and the use of mass media. These strategies are designed to reach diverse segments of society and raise awareness about the importance of voting. The findings also suggest that these efforts successfully increased voter participation in Malang City by 5.26% compared to the 2019 elections. However, challenges remain in terms of political literacy and access to information, particularly for young and marginalized groups.

The study concludes that the communication strategies implemented by KPU Malang City have had a positive impact on voter participation, but there is room for improvement, especially in reaching underserved communities. This research recommends enhancing communication innovations, conducting periodic evaluations, and adjusting strategies based on voter feedback to ensure more inclusive and sustainable engagement in the democratic process in Malang City in the future.