PENGARUH KAMPANYE POLITIK CAPRES 2024 DI MEDIA CETAK HARIAN PAGI SUMATERA EKSPRES TERHADAP OPINI PUBLIK DI KECAMATAN SUKARAMI

ABSTRACT
The formation of public Opinion through mass media plays a central role in guiding society's perception of presidential candidates and important issues. The study "The Influence of the 2024 Presidential Candidate's Political Campaign in the Sumatera Ekspres Morning Daily Newspaper on Public Opinion in Palembang City" aims to explore the impact of the 2024 presidential candidate's political campaign conducted through the Sumatera Ekspres Morning Daily Newspaper on public Opinion in Palembang City. The research method involved a sample of 89 respondents from various segments of Palembang society, aged 17 to 45 years, selected based on predetermined demographic criteria. The analysis results show a significant influence of the 2024 presidential candidate's political campaign conducted through the Sumatera Ekspres Morning Daily Newspaper on public Opinion in Palembang City. The null hypothesis, which stated there was no influence, was rejected, while the alternative hypothesis, which stated there was an influence, was accepted. The calculations found that variable X (political campaign through print media) had a 32% influence on variable Y (public Opinion), while the remaining 68% was influenced by other factors. This study confirms that print media plays a vital role in shaping public Opinion during political campaigns, and the results strengthen the conclusion that the 2024 presidential candidate's political campaign conducted through the Sumatera Ekspres Morning Daily Newspaper affects public Opinion in Palembang City.
Keywords: Public Opinion, Mass media, Print media, 2024 presidential candidate

ABSTRAK

Pembentukan opini publik melalui media massa memiliki peran sentral dalam membimbing persepsi masyarakat terhadap calon presiden dan isu-isu penting. Penelitian pengaruh kampanye politik capres 2024 di media cetak harian pagi Sumatera Ekspress terhadap opini publik di Kecamatan Sukarami bertujuan untuk mengeksplorasi pengaruh kampanye politik capres 2024 yang dilakukan melalui media cetak harian pagi sumatera ekspres terhadap opini publik di Kecamatan Sukarami. Metode penelitian menggunakan sampel 89 responden dari berbagai lapisan masyarakat Palembang yang berusia 17 hingga 45 tahun, yang dipilih berdasarkan kriteria demografis yang telah ditetapkan sebelumnya. Hasil analisis menunjukkan adanya pengaruh yang signifikan antara kampanye politik capres 2024 yang dilakukan melalui media cetak harian pagi Sumatera Ekspres terhadap opini publik di Kecamatan Sukarami. Hipotesis nol yang menyatakan tidak adanya Pengaruhditolak, sementara hipotesis alternatif yang menyatakan adanya pengaruh diterima. Dari hasil perhitungan, ditemukan bahwa variabel X (kampanye politik melalui media cetak) memiliki pengaruh sebesar 32% terhadap variabel Y (Opini Publik ), sedangkan 68% sisanya dipengaruhi oleh faktor lain. Penelitian ini menegaskan bahwa media cetak memiliki peran vital dalam membentuk Opini publik selama kampanye politik, dan hasilnya memperkuat kesimpulan bahwa kampanye politik capres 2024 yang dilakukan melalui media cetak harian pagi Sumatera Ekspres mempengaruhi opini publik di Kecamatan Sukarami.
Kata Kunci: Opini Publik , Media massa, Media cetak Capres 2024,