PENGARUH RELASI BUDAYA DALAM PESAN DAN SALURAN POLITIK TERHADAP SIKAP PEMILIH: STUDI KASUS DI PILKADA KOTA MEDAN TAHUN 2020
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Abstract
Kota Medan menjadi salah satu wilayah yang akan melaksanakan pemilihan umum kepala daerah (pilkada) langsung yang diselenggarakan secara serentak bersama 269 daerah lainnya. Kota Medan sendiri merupakan kota yang terdiri dari berbagai suku bangsa yang ada, baik suku bangsa yang berasal asli dari Sumatera Utara, maupun suku bangsa yang hadir dari Propinsi lain bahkan ada beberapa suku bangsa yang berasal dari luar Indonesia. Tujuan dari penelitian ini adalah untuk mengumpulkan informasi terkait dengan pesan politik yang menggunakan identitas budaya dan saluran politik yang digunakan peserta pemilu yang memungkinkan terjadinya perubahan sikap memilih dari para pemilih Kota Medan pada pelaksanaan Pilkada Kota Medan Tahun 2020. Kajian dilakukan dengan pendekatan kuantitatif dengan teknik pengumpulan data melalui alat bantu kuesioner yang dilakukan kepada 400 orang responden dan dilakukan pada bulan Februari 2020. Analisis data dilakukan dengan cara deskriptif korelasional dengan uji korelasi pearson’s product moment dan regresi berganda (multiple regression) menggunakan alat bantu software SPSS 25.0 for windows. Hasil penelitian menemukan bahwa (1) sekitar 27,2 % adanya hubungan antara budaya dalam pesan politik terhadap sikap pemilih, (2) sekitar 50,2 % adanya hubungan antara saluran politik terhadap sikap pemilih, dan (3) adanya hubungan secara simultan antara budaya dalam pesan politik dan saluran politik terhadap sikap pemilih sebesar 36 %.
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