THE EFFECTIVENESS OF DIGITAL MEDIA AND POLITICAL PARTY MESSAGES ON GENERATION Z’s POLITICAL INTEREST (CASE STUDY OF THE INDONESIAN DEMOCRATIC PARTY OF STRUGGLE)

Abstract

This research is to determine the effective influence of the use of digital media and political party Instagram messages from the North Sumatra - Indonesian Democratic Party of Struggle (PDIP Sumut) on Generation Z, who are the followers of the political party's Instagram official account. The research method used is a quantitative method with an explanatory approach to examine the hypothesized relationships between variables. The data collection technique used a questionnaire which was distributed to 197 Generation Z who are followers of PDIP Sumut’s Instagram account. Data analysis was carried out using a Likert scale and data processing using the SPSS-22 application. The results of the study indicate that there is a positive influence between the use of social media and political party messages on Generation Z's political interests. This research also suggested deeper research that analyze the larger varation of populations and can be used by political party to help them strategized their communication to public.