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Articles
Articles
The Effectiveness of the General Election Commission’s Socialization Media Strategy in Improving First-Time Voters’ Understanding at KPU Tana Toraja
Intan Parerungan, Rudianto, Nasruddin, Nasrun Julyarman
View Author Affiliations
- Intan Parerungan: Universitas Andi Djemma, Indonesia
- Rudianto: Uiversitas Andi Djemma, Indonesia
- Nasruddin: Uiversitas Andi Djemma, Indonesia
- Nasrun Julyarman: Uiversitas Andi Djemma, Indonesia
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Abstract
The study aims to evaluate the effectiveness of the voter education media strategy implemented by the General Election Commission (KPU) of Tana Toraja Regency in improving first-time voters’ understanding of the 2024 General Election. The research used a descriptive quantitative method with hypothesis testing. Data were collected through questionnaires, observation, and interviews involving an incidental sample of 25 first-time voters registered in the Final Voter List (DPT). The data were analyzed using the Internal Factor Analysis Summary (IFAS), External Factor Analysis Summary (EFAS), and SWOT quadrant diagram. The IFAS matrix produced a total score of 3.60. The main strength appeared in the effectiveness of awareness improvement, with a score of 0.36, while the main weakness appeared in the suboptimal response to feedback, with a score of 0.33. The EFAS matrix produced a total score of 3.14. The greatest opportunity came from packaging voter education content in short video formats, with a score of 0.46, while the main threat involved first-time voters’ vulnerability to negative campaigns, with a score of 0.25. The SWOT coordinate diagram placed the intersection point at X = 1.00 and Y = 1.34. The position placed KPU Tana Toraja in Quadrant I, which supports an aggressive growth strategy. Based on these results, KPU Tana Toraja needs to strengthen its growth strategy by maximizing current short-video trends, using more accessible language, and integrating Toraja local cultural values into voter education materials.
Author Biographies
Intan Parerungan
Universitas Andi Djemma
Management and Entrepreneurship Study Program, Uiversitas Andi Djemma, Palopo City, South Sulawesi Province, Indonesia.
Rudianto
Uiversitas Andi Djemma
Management and Entrepreneurship Study Program, Uiversitas Andi Djemma, Palopo City, South Sulawesi Province, Indonesia.
Nasruddin
Uiversitas Andi Djemma
Management and Entrepreneurship Study Program, Uiversitas Andi Djemma, Palopo City, South Sulawesi Province, Indonesia.
Nasrun Julyarman
Uiversitas Andi Djemma
Management and Entrepreneurship Study Program, Uiversitas Andi Djemma, Palopo City, South Sulawesi Province, Indonesia.
Article Identifiers
- Article Title: The Effectiveness of the General Election Commission’s Socialization Media Strategy in Improving First-Time Voters’ Understanding at KPU Tana Toraja
- DOI: 10.59431/ijer.v6i2.829
- Publication Date: 2026-06-28
- Journal: Indonesian Journal Economic Review (IJER)
- Volume: 6
- Issue: 2
- Pages: 817–825
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Issue Information
Article Details
| Volume: | 6 |
| Issue: | 2 |
| Year: | 2026 |
| Published: | 2026-06-28 |
| Pages: | 817–825 |
| Section: | Articles |
Additional Information
How to Cite
Parerungan, I., Rudianto, Nasruddin, & Julyarman, N. (2026). The Effectiveness of the General Election Commission’s Socialization Media Strategy in Improving First-Time Voters’ Understanding at KPU Tana Toraja. Indonesian Journal Economic Review (IJER), 6(2), 817–825. https://doi.org/10.59431/ijer.v6i2.829
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This work is licensed under a Creative Commons License.
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