PENGARUH TERPAAN IKLAN ALAT PERAGA KAMPANYE TERHADAP TINGKAT PARTISIPASI POLITIK PEMILIH PEMULA (STUDI PADA MASYARAKAT KELURAHAN BANDUNGREJOSARI PADA PEMILIHAN KEPALA DAERAH KOTA MALANG 2024)

Salsa Feby Rahmaningtyas. 202110040311208. The Influence of Campaign Advertising Exposure on Political Participation of New Voters (A Study of the Bandungrejosari Village Community in the 2024 Malang City Regional Head Election). Bachelor's Thesis, Communication Science Study Program, Faculty of Social and Political Sciences, University of Muhammadiyah Malang. 2025.
Regional Head Elections (Pilkada) are a form of political participation. Political participation in the 2024 Malang City Pilkada increased by 660,744 people. Factors that influence political participation are the existence of campaign advertising (APK) which include banners, billboards, posters, and pennants used during the election to introduce candidates, as well as convey their vision and mission. New voters aged 17-22 years are considered to have less understanding of the ideology, vision and mission of political parties as considerations when choosing. Thus, the researcher wants to know how much influence campaign props advertisements have on the level of political participation of new voters in the 2024 Malang City Pilkada. This study uses a positivistic paradigm with a quantitative research approach. The number of samples in this study was 111 respondents. The respondents in this study were new voters who were in TPS 24, 25, 26 in the RW 007 area of ​​Bandungrejosari Village and had seen the candidate pair's APK advertisement. The sample determination used the purposive sampling method. Data collection techniques used questionnaires and documentaries. Data analysis techniques used validity and reliability tests, classical assumption tests, correlation coefficient tests, simple linear regression tests, and determination coefficient tests. Hypothesis testing using the T-test. The test results show that there is an influence of exposure to campaign advertising on the level of political participation of new voters (a study of the Bandungrejosari Village community in the 2024 Malang City Regional Head Election) with a T-test with a calculated t_value> t_table with a significance level of 0.05, namely 7.069> 1.982, while the magnitude of the influence is 31.4% which can be said to be low on the level of political participation of new voters.