Pengaruh Pengelolaan Konten Media Sosial TikTok Partai Gerindra terhadap Pemenuhan Kebutuhan Informasi Politik Generasi Z

Authors

Karina Aulia Universitas Singaperbangsa Karawang
Firdaus Yuni Dharta Universitas Singaperbangsa Karawang
Mayasari Universitas Singaperbangsa Karawang

DOI:

Abstract

This study aims to investigate the impact of TikTok content management by the Gerindra Party on the political information needs of Generation Z. The method used in this study was a quantitative approach with a survey involving 400 respondents from Generation Z. Data analysis was conducted using various techniques, including validity testing, reliability testing, simple linear regression, hypothesis testing (t-test), and coefficient of determination using IBM SPSS. The results indicate that the Gerindra Party's content management on TikTok has a positive and significant impact on meeting Generation Z's political information needs, with a significance value of 0.000, which is less than 0.05, and a calculated t-value of 26.470, exceeding the t-table value of 1.966. Furthermore, the coefficient of determination (R²) of 0.638 indicates that the Gerindra Party's TikTok content management contributed 63.8% to meeting Generation Z's political information needs, while the remaining 36.2% was influenced by other factors not included in this study. This finding suggests that managing relevant, engaging, and informative content through TikTok can serve as an effective political communication tool to meet Generation Z's political information needs.

Keywords: Content Management, Generation Z, Political Information, TikTok, Uses and Gratifications.

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