Yoga Hibatullah, Helsa and Nanda, Ertika (2024) Efek Political Branding Dico Ganinduto Melalui TikTok pada Generasi Z Analisis Strategi Kampanye Digital di Pilgub Jateng 2024. Communicology: Jurnal Ilmu Komunikasi, 12 (2). pp. 300-324. ISSN 2580-9172
Full text not available from this repository.Abstract
The internet has revolutionized communication, especially through digital media requiring internet access. One significant platform is TikTok, widely used for political branding to gain public support, particularly among Generation Z. This study examines Dico Ganinduto's political branding through TikTok and its influence on Generation Z's interest in the 2024 Central Java governor election. Using the Elaboration Likelihood Model (ELM) theory, the research analyzes how political messages shape attitudes andinterests.Adopting a positivist paradigm, this quantitative research uses a descriptive approach. A simple random sampling method gathered data from 114 Generation Z TikTok users in Central Java via an online questionnaire. The findings reveal that Dico Ganinduto’s TikTok-based political branding significantly influences Generation Z's voting interest. The central route (deep message processing) shows a stronger effect (Pearson correlation 0.775) than the peripheral route (superficial message processing) with a weaker influence (Pearson correlation 0.579). Generation Z responds well to informative, engaging TikTok content, showing critical thinking in evaluating candidates. While some rely on peripheral cues like popularity or others’ opinions, the centralroute's impact highlights a critical and informed decision-making process. TikTok proves effective in conveying political messages to Generation Z, emphasizing the need for high-quality, meaningful content.Keywords: Generation Z; Political branding;TikTok
| Item Type: | Article |
|---|---|
| Subjects: | Ilmu Sosial > Komunikasi |
| Depositing User: | LPPM UNJ |
| Date Deposited: | 21 Mar 2025 08:32 |
| Last Modified: | 21 Mar 2025 08:32 |
| URI: | http://repository.unj.ac.id/id/eprint/55824 |
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