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S. Kunto Adi Wibowo
Fakultas Ilmu Komunikasi Universitas Padjadjaran
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Transportation Other

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Journal : PERSPEKTIF

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The Influence of Interaction and Entertainment Gratification through Ronal Surapradja's Image Perception on the Intention to Vote for West Java Students in the 2024 Regional Elections Simanjuntak, Clesia Sari Mastiur; Wibowo, Kunto Adi; Fuady, Ikhsan
PERSPEKTIF Vol. 14 No. 2 (2025): PERSPEKTIF April
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/perspektif.v14i2.13648

Abstract

This article examines the influence of entertainment and interaction through the perception of candidate image on the intention to choose students in West Java in the 2024 Regional Elections, with Ronal Surapradja as the research subject. This research focuses on evaluating social media's effectiveness as an effective campaign strategy in shaping voting intentions, especially in building a candidate's image. This study uses the theory of uses and gratifications with a quantitative approach. Data was collected through a questionnaire, distributed to West Java students, and then analyzed using the PLS-SEM method. The study's results showed that entertainment did not significantly affect the intention to choose Ronal Surapradja, while interaction had a significant negative influence. In addition, the perception of Ronal Surapradja's image was proven to mediate the impact of entertainment on the intention to choose. Still, it did not mediate the effect of interaction on the intention to choose. These findings show the importance of the right communication strategy in building a candidate's image on social media. Thus, it is essential to know the sound management of candidate image and the implementation of effective digital communication strategies to increase connectivity with voters, especially Generation Z, who are active on social media.
Co-Authors Aaliyah Aulia Rivai Abdullah, Fathan Auzan Adiprasetio, Justito Alicia Laurence Efendi Aliifa, Dzikrifa Ningtyas Alyssa, Luthfia Nur Arshad Denanindra Hutomo Arum, Yumna Nahdah Asep Suryana Atwar Bajari Azman Hamdika Syafaat Benazir Bona Pratamawaty Bianti, Sabila Riska Brigitta Jocelyn Septiandra Catherine Novitasari Sihaloho Cholifah Dadang Rahmat Hidayat Dafina Shafa Salsabil Darmansyah, Sarah Stephanie Detta Rahmawan Detta Rahmawan, Detta Engkus Kuswarno Eni Maryani Erlambang, Muhammad Fandy Esther Aurellia Christie Fadhia Hayya, Aqiella Fajar, Hafizhah Ainul Fauzi, Muhammad Ilham Firjarahman, Muhammad Deryl Khansa Galuh Aulia Ramadhanti Hanif, Raden Muhammad Ciptaning Henny Sri Mulyani Rohayati Hertantiningsih, Tifanny Hilmi Dafa Rabani Ikhsan Fuady Ira Mirawati Iwan Iwan Izzati, Raihan Sabili Jasmin Jannatania Kholifatul Mafiroh Kimberly Batsheva Lasut M Aulia Akbar Maharani Bening Maharani Dewanti Setiaputri Meidita, Chairunnisa Tri Moch Armien Syifaa Sutarjo Muhammad Fandy Erlambang Naftalene, Eliza Najma Najma Pandan Yudhapramesti Priyatna, Adry Alim Pudyaning Putri Noor Qolbi Purnomo, Chyntia Dewi Ramadhina, Az-zahra Mutiara Syofi Ratih Anbarini Reksa Anggia Ratmita Rifki Nur Priyansyah Salsabil, Dafina Shafa Shanti, Ni Ketut Rahma Pratiwi Sihite, Manda Chrisencia Simanjuntak, Clesia Sari Mastiur Sri Seti Indriani Suka, Kiran Rianetta Ginting Syafirah, Nuryah Asri Theogene, Rutambuka Wibowo, Damar Dhiyaan Hafidz Winata, Cecilia Liusca Yusril Zafallah