<![CDATA[The study aims to evaluate the effectiveness of the voter education media strategy implemented by the General Election Commission (KPU) of Tana Toraja Regency in improving first-time voters’ understanding of the 2024 General Election. The research used a descriptive quantitative method with hypothesis testing. Data were collected through questionnaires, observation, and interviews involving an incidental sample of 25 first-time voters registered in the Final Voter List (DPT). The data were analyzed using the Internal Factor Analysis Summary (IFAS), External Factor Analysis Summary (EFAS), and SWOT quadrant diagram. The IFAS matrix produced a total score of 3.60. The main strength appeared in the effectiveness of awareness improvement, with a score of 0.36, while the main weakness appeared in the suboptimal response to feedback, with a score of 0.33. The EFAS matrix produced a total score of 3.14. The greatest opportunity came from packaging voter education content in short video formats, with a score of 0.46, while the main threat involved first-time voters’ vulnerability to negative campaigns, with a score of 0.25. The SWOT coordinate diagram placed the intersection point at X = 1.00 and Y = 1.34. The position placed KPU Tana Toraja in Quadrant I, which supports an aggressive growth strategy. Based on these results, KPU Tana Toraja needs to strengthen its growth strategy by maximizing current short-video trends, using more accessible language, and integrating Toraja local cultural values into voter education materials.]]>
