PENGARUH PESAN KAMPANYE 17+8 TUNTUTAN RAKYAT PADA INSTAGRAM @SALSAER TERHADAP KESADARAN POLITIK GEN Z

Abstract

This study aims to analyze the effect of the 17+8 People's Demands campaign message on the Instagram account @salsaer on Gen Z's political awareness. The study uses the Media Richness Theory as the basis for measuring message quality, including immediacy of feedback, language variation, variety of cues, and personal focus. Political awareness is measured using the Situational Awareness theory, which includes perception, comprehension, and projection. The research method uses a quantitative approach with survey techniques. The results of the analysis show that all campaign message indicators have a high mean value, indicating that Gen Z considers the campaign messages to be rich, clear, and relevant information. The regression results show a significance value of 0.000 (<0.05), indicating a significant influence between campaign messages and political awareness. The regression coefficient of 0.800 shows that every improvement in the quality of campaign messages has the potential to increase Gen Z's political awareness. The coefficient of determination (R²) of 0.65 indicates that 65% of the variation in political awareness is explained by the campaign message variable. These findings confirm that social media, particularly Instagram, is highly effective in building political awareness among young people through rich and interactive campaign content.