Efektivitas Media Sosial Sebagai Sarana Komunikasi Publik Komisi Pemilihan Umum Kota Bekasi Dalam Meningkatkan Partisipasi Pemilih Pada Pemilu 2024

Rusmana, Siti Nurhalizah (2025) Efektivitas Media Sosial Sebagai Sarana Komunikasi Publik Komisi Pemilihan Umum Kota Bekasi Dalam Meningkatkan Partisipasi Pemilih Pada Pemilu 2024. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

The development of information technology in the digital era has changed people's communication patterns, including in the context of election participation. Social media such as Instagram, WhatsApp, and Facebook are now the main digital communication tools used by election organizing institutions, including the General Election Commission (KPU), in disseminating information to the public. This study aims to analyze the effectiveness of social media as a means of public communication for the Bekasi City KPU in increasing voter participation in the 2024 Election. The approach used is qualitative descriptive with a constructivism paradigm and case study design. Data collection techniques include in-depth interviews, observations, and literature studies, with informants selected by purposive sampling, consisting of the KPU Chairperson, voters, and related stakeholders. Data analysis techniques used include: 1) Data collection, 2) Data reduction, 3) Data presentation, and 4) Drawing conclusions or verification. The location of the research was conducted at the Bekasi City General Election Commission. The results of the study show that social media has contributed to increasing political awareness, especially through the presentation of visual content such as infographics and short videos. However, its effectiveness is not optimal because there are still limitations in reaching groups that are less familiar with digital technology. In addition, the level of user interaction and engagement is still low. Although there is an increase in voter participation, the challenge of one-way communication and the lack of adaptation to digital trends are major obstacles. Therefore, the Bekasi City KPU needs to develop a public communication strategy based on a multi-channel approach that is more innovative, inclusive, and relevant to the needs of the community. Keywords: General Election Commission; Social Media; Voters

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