Alvi Lutviah Amini, Chandra Sivano, Elang Samudra , Charist Marvell Geraldo , Ray Fazle Rahman , Eni Rahmawati

The Influence of Political Gimmicks as a Campaign Strategy in the Society 5.0 Era on New Voters in Semarang City

Introduction

The influence of political gimmicks as a campaign strategy in the society 5.0 era on new voters in semarang city. Analyze political gimmicks' impact on first-time voters' trust in Semarang City (Society 5.0 era). Understand digital campaign strategy, voter literacy, and democracy quality.

Abstract

The digital era has significantly transformed political interactions, particularly through social media as a communication platform. Political gimmicks have become a new trend in campaign communication, especially to attract first-time voters in the Society 5.0 era. This research aims to identify its impact on the trust of first-time voters. A quantitative method was used for data collection, conducted by surveying 400 first-time voters in Semarang City. A simple linear regression test results show that political gimmicks significantly affect first-time voters' trust, with a significance value of 0.002 < 0.05. This study emphasizes voter political literacy's importance in ensuring rational and informed political decisions. The research plays a crucial role in understanding the dynamics of political communication in the digital era and the critical role of first-time voters in maintaining the quality of democracy.

Review

This paper addresses a highly pertinent and timely topic concerning the influence of political gimmicks as a campaign strategy, particularly on first-time voters within the contemporary digital and Society 5.0 era. The research aims to identify the impact of such gimmicks on voter trust, utilizing a quantitative approach involving a survey of 400 first-time voters in Semarang City. The abstract clearly states a significant finding: political gimmicks notably affect the trust of these new voters, evidenced by a p-value of 0.002. This study promises to contribute meaningfully to understanding political communication dynamics and the critical role of new voters in democratic processes, while also highlighting the importance of voter political literacy. While the study's focus on a crucial demographic and a contemporary issue is commendable, the abstract raises several points that would benefit from further elaboration. For instance, a clear definition and operationalization of "political gimmicks" are essential; without this, it is difficult to ascertain what specific behaviors or communications are being measured. Similarly, the measurement of "trust" and its specific dimensions (e.g., trust in candidates, institutions, or the political process) warrant more detail. The abstract's mention of the "Society 5.0 era" is intriguing, but its specific relevance beyond the general "digital era" and how it frames or enhances the impact of gimmicks is not immediately clear. While a simple linear regression test identifies a statistically significant correlation, the term "impact" or "affect" often implies causality, which can be challenging to robustly establish with a cross-sectional survey and a potentially limited model. Providing more context on the model's design and control variables would strengthen the claim of "impact." The emphasis on voter political literacy as a crucial element for ensuring rational and informed political decisions is a valuable takeaway from this research. However, the abstract could hint at how this study's findings directly inform strategies for enhancing such literacy. Future work might consider exploring the *mechanisms* through which political gimmicks influence trust, perhaps distinguishing between positive and negative forms of influence, or by incorporating qualitative elements to provide deeper insights into voter perceptions. Additionally, while the focus on Semarang City provides a specific context, discussing the potential generalizability of these findings to other urban or regional settings, or acknowledging this as a limitation, would enhance the review. Overall, this research appears to lay important groundwork for understanding evolving political landscapes and the challenges they pose to democratic quality.

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