PENGARUH TERPAAN MEME POLITIK, KUALITAS INFORMASI DAN LITERASI DIGITAL TERHADAP SIKAP PEMILIH PEMULA DI JABODETABEK

This study explores the influence of political meme exposure, information quality, and digital literacy on attitude changes among first-time voters in the 2024 election, focusing on Generation Z who utilize social media, particularly Instagram, to seek political information. This information is often presented in various formats, one of which is political memes. The research employs a quantitative approach, distributing questionnaires to 400 respondents across the Greater Jakarta area (Jabodetabek). The data is processed using the Partial Least Squares (PLS) - Structural Equation Modelling (SEM) method through SmartPLS version 4.0 software, consisting of two sub-models: the measurement model (outer model) and the structural model (inner model). The analysis is based on the Stimulus-Organism-Response (SOR) theory. The results indicate that political meme exposure, information quality, and digital literacy significantly affect attitude changes among first-time voters in the 2024 election. Political memes, presented in a light, humorous context, are more easily accepted by first-time voters and thus have a significant impact on their attitude shifts. Political figures, government institutions, and political parties should tailor political information in an accessible and light manner to better engage first-time voters.