Analisis Persepsi Pemilih Terhadap Penampilan Calon Dan Dampaknya Terhadap Pemilihan Calon Perempuan Dalam Pemilu 2024
Abstract
This research explores the relationship between candidate appearance, Low Information Voters, and female voters' evaluations of female candidates in the 2024 Legislative Election in West Sumatra to understand the factors influencing female voters' evaluations of female candidates in the context of local politics. The research sample consists of female voters in West Sumatra selected using purposive sampling technique with a total of 385 participants. The research findings indicate that candidate appearance significantly influences the evaluations of candidates by legislative voters in West Sumatra. These findings underscore the importance of candidate appearance in shaping voter judgments, particularly in situations where political information is limited. Additionally, the research reveals that the need for cognition positively and significantly influences the evaluations of female candidates by novice voters, indicating that novice voters who tend to think deeply and critically are inclined to give more positive evaluations of female candidates. Furthermore, the inclination to vote also has a positive and significant influence on candidate evaluations by novice voters, suggesting that a strong intention to vote motivates novice voters to pay closer attention to candidates and provide more positive evaluations.
Abstrak
Penelitian ini mengeksplorasi hubungan antara penampilan calon, pemilih dengan pengetahuan politik rendah (Low Information Voters), dan evaluasi pemilih perempuan terhadap calon perempuan dalam Pemilihan Legislatif 2024 di Sumatera Barat untuk memahami faktor-faktor yang mempengaruhi evaluasi pemilih perempuan terhadap calon perempuan dalam konteks politik lokal. Sampel penelitian adalah pemilih perempuan di Sumatera Barat yang dipilih menggunakan teknik purposive sampling dengan jumlah 385. Hasil penelitian menunjukkan bahwa penampilan calon memiliki pengaruh positif dan signifikan terhadap evaluasi calon oleh pemilih legislatif di Sumatera Barat. Temuan ini menyoroti pentingnya penampilan calon dalam pembentukan penilaian pemilih, terutama dalam situasi di mana informasi politik terbatas. Selain itu, penelitian juga menemukan bahwa kebutuhan akan kognisi berpengaruh positif dan signifikan terhadap evaluasi calon perempuan oleh pemilih pemula, menunjukkan bahwa pemilih pemula yang cenderung untuk berpikir secara mendalam dan kritis cenderung memberikan penilaian yang lebih positif terhadap calon perempuan. Selanjutnya, kecenderungan untuk memberikan suara juga memiliki pengaruh positif dan signifikan terhadap evaluasi calon oleh pemilih pemula, menunjukkan bahwa niat yang kuat untuk memberikan suara mendorong pemilih pemula untuk lebih memperhatikan calon secara seksama dan memberikan penilaian yang lebih positif.
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