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Khoirul Hidayat
Universitas Trunojoyo Madura
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PENGARUH PERSONAL BRANDING PRABOWO SUBIANTO DALAM PEMILU 2024 TERHADAP MINAT PEMILIH GEN Z DI DAERAH KABUPATEN WONOSOBO Hidayat, Khoirul
ACADEMIA: Jurnal Inovasi Riset Akademik Vol. 6 No. 1 (2026)
Publisher : Pusat Pengembangan Pendidikan dan Penelitian Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51878/academia.v6i1.8980

Abstract

ABSTRACT The development of social media as a primary arena for political communication has transformed the way candidates build relationships with voters, particularly Generation Z who have grown up in a digital environment. This study aims to examine the influence of Prabowo Subianto’s personal branding on the voting intention of Generation Z in the 2024 Presidential Election in Wonosobo Regency. The research adopts a quantitative approach using a survey method involving 400 Generation Z respondents listed in the Permanent Voters List, with data collected through online questionnaires and analyzed using correlation tests, simple linear regression, and t-tests with the assistance of SPSS software. The results show that personal branding has a strong and statistically significant relationship with the voting intention of Generation Z, accounting for 59.3 percent of the variance in voting attitudes. These findings indicate that candidate images constructed through social media particularly those emphasizing emotional closeness, appealing visual presentation, and a more informal communication style are more effective in attracting and engaging young voters than conventional campaign approaches. Based on these results, the study confirms that personal branding is an important instrument in digital political communication strategies for strengthening the engagement and political participation of Generation Z. Overall, this research provides empirical contributions to the development of digital political communication studies and to the academic understanding of young voters’ behavior in contemporary elections. ABSTRAK Perkembangan media sosial sebagai ruang utama komunikasi politik telah mengubah cara kandidat membangun hubungan dengan pemilih, terutama Generasi Z yang tumbuh dalam lingkungan digital. Penelitian ini bertujuan untuk mengkaji pengaruh personal branding Prabowo Subianto terhadap minat memilih Generasi Z pada Pemilihan Presiden 2024 di Kabupaten Wonosobo. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 400 responden Generasi Z yang tercantum dalam Daftar Pemilih Tetap, di mana data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan uji korelasi, regresi linear sederhana, serta uji t berbantuan perangkat lunak SPSS. Hasil analisis menunjukkan bahwa personal branding memiliki hubungan yang kuat dan berpengaruh secara signifikan terhadap minat memilih Generasi Z, dengan kontribusi penjelasan sebesar 59,3 persen terhadap variasi sikap memilih. Temuan ini memperlihatkan bahwa citra kandidat yang dibangun melalui media sosial, khususnya yang menonjolkan kedekatan emosional, visualisasi yang menarik, serta gaya komunikasi yang lebih informal, lebih efektif dalam membangun ketertarikan politik pemilih muda dibandingkan pendekatan kampanye konvensional. Berdasarkan hasil tersebut, penelitian ini menegaskan bahwa personal branding merupakan instrumen penting dalam strategi komunikasi politik digital untuk memperkuat keterlibatan dan partisipasi politik Generasi Z. Secara keseluruhan, hasil penelitian ini memberikan kontribusi empiris bagi pengembangan kajian komunikasi politik digital serta pemahaman akademik mengenai perilaku pemilih muda dalam konteks pemilu modern.
Co-Authors A, Andika Aulya A. Rizal A. Rizal A.A. Ketut Agung Cahyawan W Abu Ubaidah, Darwis Ahmad, Sabaruddin Ahmad, Sabarudin Alfirmansyah, Ahmad Anis Arendra Annuri, Ahmad Anton Johanis Silubun Arie Wahyu Prananta Arief Firmansyah Arifa, Herfina Nur Aronika, Nadiyah Ferah Arya Yanuar, Fitra Baharuddin Baharuddin Budi Hartono Corputty, Frans Cystiana, Chika Uca DARIMIYYA HIDAYATI Dewi, Heny Wydia Kusuma Dian Farida Asfan Dwi Fitriani Endar Sulistyowati Enung Siti Nurhidayah Fachry Abda El Rahman Faida, Roijatul Fajri Habibi, Fajri Firdias I, Achmad Firmansyah, Raden Arief Gunawan, Syahrul Hamzah Fansuri Handika Dwi Ardiansyah Pelu Hotija, Siti Nur Ibrah Prayogo, Dhian Iffan Maflahah Illahi, Wahyudi Irianto, Prasetyo Adi Iskandar Dzulkarnain Jamilah Khoiriyah, Zuhro'ul Koko Joni Labib, Mohammad Ainul Lisdayana, Nurmalisa Lukman Hakim M Fahkry M Melany Manahim, Bisma Nurillah Mardliyah, Dewi Maryani Maulana, Sofyan Fajar Melany, M Misbah Hoerul Anam, Jajang Moh Fauzi, Moh Mohammad Yaskun, Mohammad Mojiono, Mojiono Mu'tamar, Muhammad Fuad Fauzul Muhammad Fakhry Muhammad Misbahudholam AR Muhammad Munir Muhtadin Muhtadin Mulayadi, Mulayadi Murthasiah, Dewi Mutaqin, Jaenal Mu’tamar, M Fuad Fauzul Mu’tamar, M. Fuad Fauzul Mu’tamar, Mohammad Fuad Fauzul Nafiuddin Naibaho, Erwan Natalia, Henni Nur Prasetyo, Rifan Dwi Nuriyana, Laha Probowati, Banun Diyah Purwitasar, Elvina Raden Faridz Rakhmawati Rakhmawati rakhmawati, ita Riansyah, Rizqy Rifai, Abil Rifai, Emon Rifky Maulana Yusron Roihan Ramadhan, Muhammad S. Sugiharto Sabeni Sahrina, Alfi Saidah Setiawan, Faiq Rizqi Suhartatik Suhartatik Suminar S, Ratna Sunday Noya Supriyanto Supriyanto Suratman, Ahmad Suwarno Abadi Tambunan, Monifa Geraldin Thoyyibah, Hayatun Triyaningsih Ulya, Millatul Verdiana, Hanif Risma Zakariya, Yuza