Faishal Ibnu Faqih, . (2026) TELAAH MODEL AIDA PADA VIDEO JINGLE KPUD JAKARTA TERHADAP PERILAKU PEMILIH MAHASISWA PADA PILKADA 2024 (Survei pada Mahasiswa di DKI Jakarta). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research is driven by the dominance of young voters (Generation Z and Millennials) in the 2024 General Election and the efforts of the Jakarta Regional General Election Commission (KPUD) to encourage electoral participation through a public service advertising campaign in the form of a 2024 Regional Head Election (Pilkada) jingle video. The study aims to examine the effectiveness and influence of this non-commercial KPUD Jakarta advertisement on student voter behavior. The research utilized a quantitative survey method, employing the AIDA Model (Attention, Interest, Desire, Action) as the independent variables to test their influence on the dependent variable, which is Voter Behavior. Data was successfully collected from 100 student respondents residing in DKI Jakarta. However, the results of the partial T-test results reveal that only the variables X3 Desire and X4 Action have a significant influence on Voter Behavior (with significance values of 0.004 and 0.011 < 0.05, respectively). Meanwhile, the variables X1 Attention and X2 Interest do not have a significant influence (with values of 0.518 and 0.252 > 0.05, respectively). This study concludes that an effective jingle video in this context must be capable of generating a strong desire to participate and triggering a tangible intention to take action regarding the election; merely attracting attention or interest is insufficient.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411060] [Pembimbing: Windhi Tia Saputra] [Penguji 1: Drina Intyaswati] [Penguji 2: Lusia Handayani] |
| Uncontrolled Keywords: | AIDA, Students, Voters Behavior, Pilkada 2024, Jingle Video |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HA Statistics J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | FAISHAL IBNU FAQIH |
| Date Deposited: | 08 Apr 2026 04:36 |
| Last Modified: | 08 Apr 2026 04:36 |
| URI: | http://repository.upnvj.ac.id/id/eprint/42858 |
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