ABSTRAKTesis ini menganalisis mengenai bagaimana calon Presiden dapat mempengaruhi
proses intention to vote melalui pembentukan candidate image evaluation,
information recall, political system effects, dan political system efficacy pada
segmen young voters. Penelitian ini mengangkat mengenai efektifitas dari iklan
politik yang saat ini gencar dilakukan oleh partai ataupun tokoh politik sebagai
bagian dari media kampanye mereka. Model dalam penelitian ini diolah dari
jurnal “The Effects of Political Advertising on Young Voters” yang diterbitkan
oleh American Behavioral Scientist tahun 2008 yang membahas mengenai iklan
politik George W. Bush dan John Kerry sebagai kandidat Presiden Amerika tahun
2004. Terdapat 8 hipotesis yang diuji. Berdasarkan 150 responden dengan
populasi umur 17 sampai 30 tahun, peneliti menemukan bahwa information recall
dan political system effects efektif mempengaruhi intention to vote, sedangkan
candidate image evaluation dan political system efficacy tidak mempengaruhi
intention to vote.
ABSTRACTThis thesis studied on how the President candidate advertisement affect the
audience’s intention to vote toward the candidate through a process of candidate
image evaluation, information recall, political system effects, and political system
efficacy in young voters segment. This research is brought up by questening of
the political advertisement effectiveness that are currently intensively conducted
by the parties or political figure as the part of their media campaign. Models in
this study processed from the journal of "The Effects of Political Advertising on
Young Voters" from American Behavioral Scientist in 2008 that discussed the
political advertisement George W. Bush and John Kerry as a candidate for U.S.
President in 2004. There are 8 hypotheses were tested. Based on 150 respondents
from aged 17 to 30 years, researcher found that the recall information and
political system effects are influencing intention to vote, while the candidate
image evaluation and political system efficacy does not affect the intention to
vote.
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