<![CDATA[Penelitian ini berjudul “Pengaruh Pemberitaan Media terhadap Citra Politik Gubernur Sherly Tjoanda di Kalangan Mahasiswa Paguyuban Maluku Utara di Manado.” Penelitian ini bertujuan untuk mengetahui apakah pemberitaan media berpengaruh terhadap citra politik Gubernur Maluku Utara Sherly Tjoanda serta mengetahui besarnya pengaruh tersebut di kalangan mahasiswa Paguyuban Maluku Utara di Manado. Penelitian menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatif. Data diperoleh melalui kuesioner kepada 126 responden mahasiswa Paguyuban Maluku Utara di Kota Manado. Variabel pemberitaan media (X) diukur melalui empat dimensi, yaitu frekuensi, durasi, jenis media, dan kognisi, sedangkan citra politik (Y) diukur melalui kredibilitas, kepemimpinan, integritas, dan kinerja. Data dianalisis menggunakan program SPSS melalui uji validitas, reliabilitas, uji asumsi klasik, regresi, dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa secara simultan terdapat pengaruh yang signifikan dari paparan pemberitaan media terhadap citra politik Gubernur Sherly Tjoanda, dengan nilai signifikansi uji F sebesar 0,000 < 0,05. Secara parsial, frekuensi dan jenis media menunjukkan pengaruh positif dan signifikan terhadap citra politik. Sementara itu, durasi paparan memiliki hubungan negatif dan signifikan dengan nilai Beta = -0,462 dan signifikansi 0,000 < 0,05. Pada analisis terhadap tone pemberitaan, diperoleh bahwa jenis media dan kognisi berpengaruh positif dan signifikan, sedangkan frekuensi dan durasi tidak berpengaruh signifikan. Nilai R Square sebesar 37,1% menunjukkan bahwa variasi tone pemberitaan dapat dijelaskan oleh frekuensi, durasi, jenis media, dan kognisi, sementara 62,9% dipengaruhi faktor lain di luar model. Kata kunci: Pemberitaan Media, Citra Politik, Sherly Tjoanda, Mahasiswa, Maluku Utara. ABSTRACT This study is entitled “The Influence of Media Coverage on the Political Image of Governor Sherly Tjoanda among North Maluku Student Association Students in Manado.” The study aims to determine whether media coverage influences the political image of North Maluku Governor Sherly Tjoanda and to determine the extent of this influence among students of North Maluku Student Associations in Manado.This research employed a quantitative approach with an explanatory research design. Data were collected through questionnaires from 126 students who are members of North Maluku Student Associations in Manado. The media coverage variable (X) was measured through four dimensions: frequency, duration, media type, and cognition, while the political image variable (Y) was measured through credibility, leadership, integrity, and performance. The data were analyzed using SPSS through validity and reliability tests, classical assumption tests, regression analysis, and hypothesis testing.The results show that, simultaneously, media coverage has a significant influence on the political image of Governor Sherly Tjoanda, with an F-test significance value of 0.000 < 0.05. Partially, frequency and media type have a positive and significant influence on political image. Meanwhile, media exposure duration has a negative and significant relationship, with a Beta value of -0.462 and a significance value of 0.000 < 0.05.The analysis of media coverage tone shows that media type and cognition have a positive and significant influence, while frequency and duration do not have a significant influence. The R Square value of 37.1% indicates that frequency, duration, media type, and cognition explain 37.1% of the variation in media coverage tone, while the remaining 62.9% is influenced by other factors outside the research model. Keywords: Media Coverage, Political Image, Sherly Tjoanda, Students, North Maluku.]]>
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