Penelitian ini dimaksudkan untuk memperoleh gambaran mengenai pengaruh iklan politik di televisi (paid televised political commercials) yang ditayangkan pasangan kandidat Megawati - Hasyim terhadap perilaku memilih bagi warga di Kelurahan Kebagusan, Kecamatan pasar Minggu, Jakarta Selatan. Tujuan penelitian ini adalah dapat mendapatkan gambaran tentang pengaruh iklan politik di televisi terhadap perilaku pemilih di kelurahan tersebut pada Pilpres 2004 sekaligus mengidentifikasi faktor-faktor lain yang menyebabkan iklan-iklan itu berpengaruh atau tidak.Teori yang digunakan dalam penelitian ini adalah teori mengenai demokrasi, demokratisasi, perilaku memilih, komunikasi politik, kampanye politik, dan iklan politik. Untuk menjawab pertanyaan penelitian tersebut dilakukan pembagian kuesioner yang disertai wawancara. Penetapan responden (n=100) ditentukan melalui teknik sampling random terbatas dan penelitian ini bersifat analitis kuantitatif.Dan penelitian ini ditemukan bahwa iklan politik kandidat presiden di televisi ikut mempengaruhi perilaku pemilih di Kelurahan Kebagusan, dan iklan politik pasangan kandidat Megawati - Hasyim tidak mampu mempengaruhi perilaku pemilih di kawasan tersebut karena beberapa faktor.Faktor utama yang menyebabkan iklan Megawati - Hasyim tidak mampu mempengaruhi perilaku memilih warga adalah citra Megawati yang dianggap kurang mampu dalam memimpin negara dan keberadaan Megawati di Kebagusan yang tidak memberi manfaat maupun perubahan positif kepada warga. Padahal, Megawati mendapat dukungan yang cukup besar dari tetangganya tersebut pada Pemilu sebelumnya (1999).Implikasi teoritisnya adalah bahwa iklan politik di televisi bukan satu-satunya faktor yang dengan serta-merta mampu mempengaruhi perilaku memilih bagi pemilih di Kelurahan Kebagusan pada Pilpres 2004. Masih ada beberapa faktor lainnya yang ikut merniliki andil dalam mempengaruhi pilihan politik masayarakat Kebagusan, terutama citra maupun reputasi kandidat presiden dan pasangannya.

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General election is convinced as the most democratic mechanism to select political elite. Base on that assumption, the realization of presidential election in 2004 which Indonesian citizen can decide their own president and vice president directly for the first time not only became the most important documentation of general elections in Indonesia, but also recorded as a golden episode of the democratization process in this country.

One of the most important parts of the process in the direct presidential election in 2004 is the permission for all of the candidates to do political campaign in any commercial advertisement in television (paid televised political commercials) to influence voting behavior. It seems expensive regarding to the campaign budget; however the effectiveness of a paid televised political commercial has been proven in convincing voting behavior and win the election in several countries, especially in the United States of America.

This research aims to get a description of the influence of paid televised political commercials which is showed by Megawati Soekamoputri and Hasyim Muzadi as a pair to induce voting behavior in Kebagusan Township, Pasar Minggu, Jakarta Selatan. The research question of the research is how do the paid televised political commercials displayed by the candidates influence the people's of Kebagusan choices in the presidential election in 2004. Independent variable of in this research is political advertisement of Megawati and Hasyim in television in the campaign period in the election. The dependent variable is voting behavior of the people of Kebagusan Township in the same election.

The research is used theories of democracy, democratization, voting behavior, political communication, political campaign, and political advertisement. To answer the research question, a field research is done by asking some respondents with questionnaire and followed by depth interview. The respondent is determined by limited random sampling and the research is classified as quantitative analyses.

The conclusion of the research is that there is no significant correlation between political advertisement of Megawati and Hasyim with voting behavior of Kebagusan people. The stigma of Megawati's disability as a political leader and their neighbor, and the willing of significant transformation made the political advertisement of the pair candidates in television meaningless for the voters in the township.