Implementasi Elaborated Likelihood Model (ELM) Dalam Iklan Kampanye Pilpres Jokowi-Ma’ruf 2019

Abstract

President and Vice President Election 2019 (Pilpres 2019). During election period on September 23rd to April 13th, public were overwhelmed by the candidates’ creative advertisement. Both candidates competed in spreading their vision and mission to attract public attention. This article aimed to study Elaborated Likelihood Model (ELM) usage as Jokowi-Ma’ruf campaign media and to analyze the creative advertisement from Jokowi-Ma’ruf support team in Youtube. Based on the Centre for Strategic and International Studies (CSIS) survey, three targeted group to be won, including women, millennials, and moslem group. In the participative level women were higher compared to that of the men, 75% and 71%, respectively. It leaded to the conclusion that women voter was more important due to their high participation. This research used subjective approach with constructive variant. Qualitative method aimed to explain the phenomena through depth data collection due to the narrow sample size. Based on the ELM, persuasive activities were successful by two techniques named central and peripheral route. ELM focused on cognitive, affective, and conative change of attitudes. Ultimately, this article explained the usage of Youtube as Jokowi Ma’ruf media campaign by using ELM approach