Instagram is a social media that is currently becoming a lifestyle trend and is in demand by the community. With the advantages of Instagram which are a photo and video posting service, Instagram is not only used for fun but also used as a source of political information. One of the uses of Instagram content as a source of political information was carried out by President Joko Widodo. In the 2019 elections, Jokowi again ran for the Republic of Indonesia presidential candidate along with Ma’ruf Amin. The use of Jokowi’s Instagram is an effort in conveying his political message to attract the public, especially beginner voters, to re-vote. This study aims to determine whether there is an influence and how much influence Jokowi’s Instagram content on the participation of beginner voters in the 2019 general elections. This research uses a quantitative method and 96 questionnaires distributed to followers of Jokowi’s Instagram account. A hypothesis testing has been done by doing regression tests, coefficient of determination, and f-test. The result of linear regression has been indicated by equation Y=10,764 + 1,353X, with the results of hypotheses testing stating that the variable of @jokowi Instagram content has a significant impact on the participation of beginner voters, with a contribution of 64,5%. It can be concluded that Joko Widodo’s Instagram content has a significant impact on the participation of beginner voters in the 2019 general election.
Keywords: Instagram, content, participation, beginner voters