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All Journal Jurnal Riset Multidisiplin Edukasi AT-TAKLIM: Jurnal Pendidikan Multidisiplin
Dimasrizal
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Strategi Personal Branding dan Pengaruhnya terhadap Preferensi Elektoral Pemilih pada Pilkada Kota Jambi 2024 Shela Octarina Putri; Dimasrizal; Muliono; Dimas Subekti
Jurnal Riset Multidisiplin Edukasi Vol. 3 No. 2 (2026): Jurnal Riset Multidisiplin Edukasi (Februari 2026) In Press
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v3i2.1713

Abstract

This study aims to analyze the personal branding strategy of the Maulana–Diza pair and examine its influence on voters’ electoral preferences in the 2024 Jambi City mayoral election. The research employed a quantitative approach using a survey method with an associative research design. Data were collected through questionnaires distributed to 400 respondents registered as permanent voters (DPT) in Jambi City, selected using probability sampling with a simple random sampling technique. The independent variable in this study was political image, measured through indicators of political identity, authenticity, and emotional closeness, while the dependent variable was voting decision. The findings indicate that political image plays a significant role in shaping voters’ electoral preferences. A clear political identity, consistency between attitudes and actions, and emotional closeness to the community contribute to the formation of voter trust. These results demonstrate that personal branding strategy is a crucial factor influencing voting behavior at the local political level.
PENGARUH INFLUENCER POLITIK DI MEDIA SOSIAL TERHADAP PARTISIPASI POLITIK GENERASI Z: STUDI KUANTITATIF PADA MAHASISWA UNIVERSITAS JAMBI DALAM KONTEKS PILPRES 2024 Astia Rida Nurjannah; Dimasrizal; Aditya Romadhon; Mariatul Qibtiyah
AT-TAKLIM: Jurnal Pendidikan Multidisiplin Vol. 3 No. 2 (2026): At-Taklim: Jurnal Pendidikan Multidisiplin (Februari 2026) In Press
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/at-taklim.v3i2.1706

Abstract

This study examines the influence of political influencers on social media on the political participation of Generation Z students at Universitas Jambi in the context of the 2024 Presidential Election. A quantitative approach was employed using a survey method involving 400 respondents selected through proportionate stratified random sampling. Data were collected through an online questionnaire using a Likert scale and analyzed using multiple linear regression. The results indicate that influencer credibility, two-way communication intensity, and audience engagement have a significant effect on students’ political participation, both simultaneously and partially. Influencer credibility emerged as the most dominant factor in shaping cognitive, affective, and behavioral political engagement. These findings confirm that political influencers function as opinion leaders in digital political communication and contribute to strengthening youth political participation at the regional university level.
Co-Authors Aditya Romadhon Astia Rida Nurjannah Dimas Subekti Mariatul Qibtiyah Muliono Shela Octarina Putri