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THE EFFECT OF POLITICAL ADVERTISING MEDIA EXPOSURE ON THE BEGINNER VOTER BEHAVIOR

134

U Suryatna

Terpaan media politik dan perilaku pemilih pemula

PENGARUH TERPAAN MEDIA IKLAN POLITIK TERHADAP PERILAKU PEMILIH
PEMULA
THE EFFECT OF POLITICAL ADVERTISING MEDIA EXPOSURE ON THE BEGINNER VOTER
BEHAVIOR
U Suryatna
Fakultas Ilmu Sosial, Ilmu Politik dan Ilmu Komunikasi (Fisikom) Universitas Djuanda Bogor, Jl. Tol
Ciawi No. 1 Kotak Pos 35 Ciawi Bogor 16720
(Diterima oleh Dewan Redaksi: 09-07-2011)
(Disetujui oleh Dewan Redaksi: 01-10-2011)

ABSTRACT
This research aimed at analyzing the effects of political advertising media exposure, political
advertising message, and message and political advertising media exposure on the beginner voter
behaviors. This research had been designed in a correlation survey research and had been
conducted at Kabupaten Sukabumi. Research population consisted of the beginner voter of students

in high school of SMAN 1 Parungkuda in Regent and Vice Regent Election at Sukabumi District in
2010, and 121 students were determined as the research samples with a simple random sampling
method. The collected data were analyzed with Pearson’s product moment correlation and multiple
regression analysis. Result of the research showed that the voting behaviors of the beginner voter
were significantly affected (P

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