Pengaruh Terpaan Media Sosial Dalam Pemilihan Presiden Tahun 2024 Terhadap Perilaku Memilih Pemula Generasi Zoomer Di Desa Jembayan

Abstract

This research examines how social media exposure influences the voting behavior of the Zoomer generation in the 2024 Presidential Election in Jembayan Village, Kutai Kartanegara. As a generation raised within a highly digital environment, Zoomers rely heavily on social media platforms as their main channel for accessing political information. The study applied a quantitative method grounded in the logical positivism paradigm. Data were collected through questionnaires distributed to first-time voters and were analyzed using validity and reliability testing, Pearson correlation, and simple linear regression techniques. The findings reveal that exposure to social media has a positive and statistically significant impact on the voting behavior of Zoomer voters. This influence is reflected in increased political knowledge, higher levels of electoral participation, and more rational decision-making. Although social media serves as an effective medium for political socialization, the results also highlight the importance of strengthening digital literacy among young voters so they can evaluate information critically and avoid misinformation.