Penilaian pemilih pemula terhadap iklan layanan masyarakat pemilu legislatif 2014 (studi kasus: SMA Negeri 1 Dramaga, Bogor, Jawa Barat)

Abstract

Penelitian ini bertujuan untuk mendeskripsikan penilaian iklan layanan masyarakat di berbagai media serta menganalisis hubungan antara karakteristik individu dan lingkungan dengan penilaian iklan layanan masyarakat. Penelitian ini melibatkan 50 siswa yang merupakan pemilih pemula pada pemilu legislatif 2014 dengan menggunakan pendekatan kuantitatif. Pada media televisi, terdapat hubungan signifikan antara domisili, keaktifan organisasi, prestasi akademik dan keterpaan media informasi dengan penilaian iklan layanan masyarakat. Sementara, pada media poster terdapat hubungan nyata antara domisili, prestasi akademik dan keterpaan media informasi dengan penilaian iklan layanan masyarakat. Dan pada media youtube terdapat hubungan nyata antara keaktifan organisasi, prestasi akademik dan keterpaan media informasi dengan penilaian iklan layanan masyarakat.

This study is aimed to describe the appraisal of public service announcements in various media and to analyze the relationship between individual characteristics and environment and appraisal of public service advertisements. This study involved 50 students who are first-time voters in the 2014 legislative elections with a quantitative approach. On television, there is a significant corelated among residency, active organizations, academic achievement and frequency to access media information with the appraisal of public service advertisements. Meanwhile, in the Poster there is a real connection between the residency, academic achievement and frequency to access media information with the appraisal of public service announcements. And on Youtube, the real relationship exists among the activity of the organization, academic achievement and keterpaan information media with the appraisal of public service announcements.