PENGARUH TERPAAN KONTEN NEGATIF PROGRAM MAKAN BERGIZI GRATIS DI TIKTOK DAN TINGKAT LITERASI DIGITAL TERHADAP CITRA PRESIDEN PRABOWO SUBIANTO

Abstract

This study aims to analyze the influence of exposure to content regarding the Free Nutritious Meal Program (Program Makan Bergizi Gratis/MBG) on TikTok and the level of digital literacy on the public image of President Prabowo Subianto. The study is motivated by the widespread dissemination of information about the MBG Program on social media, particularly TikTok, which has the potential to shape public perceptions of President Prabowo Subianto as a figure closely associated with the program. This research employed an explanatory quantitative approach using a survey method involving TikTok users in Indonesia who had been exposed to content related to the MBG Program. Data were collected through questionnaires and analyzed using multiple linear regression.The findings indicate that exposure to content regarding the Free Nutritious Meal Program on TikTok influences the public image of President Prabowo Subianto. Higher exposure to content containing negative narratives about the program tends to be associated with a less favorable image of President Prabowo Subianto among TikTok users. In contrast, a higher level of digital literacy encourages individuals to critically understand and evaluate information, enabling them to develop more balanced and proportional assessments of President Prabowo Subianto.The study also reveals that exposure to content regarding the Free Nutritious Meal Program on TikTok and digital literacy jointly contribute to the formation of President Prabowo Subianto’s public image. These findings suggest that political image formation in the digital era is influenced not only by information disseminated through social media but also by individuals’ ability to access, understand, evaluate, and verify the information they receive.This study highlights the significant role of social media in shaping political image, while digital literacy functions as an essential capability that helps individuals respond to information in a more critical and objective manner. Therefore, enhancing digital literacy is important to support the development of more rational public judgments regarding public policies and political figures in the digital era.