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All Journal Jurnal Mahasiswa Komunikasi Cantrik
Pratama, David Rino
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Humanities Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Kampanye digital, FoMO, dan kesadaran politik di kalangan generasi Z: Bukti dari gerakan viral “Brave Pink” Habib, Ahmad Fuad; Pratama, David Rino; Wijayanti, Yani Tri
Jurnal Mahasiswa Komunikasi Cantrik Vol. 6 No. 1 (2026): Volume 6, No.1, May 2026
Publisher : Program Studi Ilmu Komunikasi UII

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/cantrik.vol6.iss1.art2

Abstract

This study aims to analyze the influence of the Brave Pink campaign on the political awareness of Generation Z with Fear of Missing Out (FoMO) as a mediating variable. The study used a quantitative approach with a survey design of 396 followers of the Instagram account @barengwarga. Data analysis was carried out using Structural Equation Modeling with the Partial Least Squares (SEM-PLS) approach. The results showed that the Brave Pink campaign had a significant effect on Fear of Missing Out (β = 0.910; p < 0.001) and a direct effect on political awareness (β = 0.622; p < 0.001). Fear of Missing Out also had a significant effect on political awareness (β = 0.370; p < 0.001) and acted as a partial mediator. The research model has very strong predictive power with an R² value of 0.943. This study provides a theoretical contribution by developing the Uses and Effects framework in the context of digital political communication, specifically through the integration of Fear of Missing Out (FoMO) as a psychological mechanism that bridges the relationship between exposure to symbolic digital campaigns and the formation of political awareness.
Co-Authors Habib, Ahmad Fuad Yani Tri Wijayanti