PENGARUH PERSONAL BRANDING PRABOWO SUBIANTO TERHADAP MINAT PEMILIH GENERASI Z DI DAERAH ISTIMEWA YOGYAKARTA PADA PEMILIHAN PRESIDEN 2024

Vika Puja Kesuma, NIM.: 21107030087 (2025) PENGARUH PERSONAL BRANDING PRABOWO SUBIANTO TERHADAP MINAT PEMILIH GENERASI Z DI DAERAH ISTIMEWA YOGYAKARTA PADA PEMILIHAN PRESIDEN 2024. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The Presidential Election (Pilpres) is an important moment in the democratic system in Indonesia, where in the 2024 Presidential Election, Generation Z voters have a significant role as potential voters. Generation Z really considers personal branding in choosing a leader. Prabowo Subianto as one of the potential candidates is building a self-image that is more relaxed, humorous and close to the younger generation. Therefore, this research aims to analyze the influence of Prabowo Subianto's personal branding on the interest of generation Z voters in the Special Region of Yogyakarta (DIY) in the 2024 presidential election. This research uses eight indicators which are thought to influence the interest of generation Z voters, namely: 1) The Law of Specialization, 2) The Law of Leadership, 3) The Law of Personality, 4) The Law of Distinctiveness, 5) The Law of Visibility, 6) The Law of Unity, 7) The Law of Persistence, and 8) The Law of Goodwill. This research uses a survey method involving 400 generation Z respondents who live in the Special Region of Yogyakarta. Data analysis techniques use validity tests, reliability tests, descriptive analysis, and hypothesis testing using correlation tests and simple linear regression. The research results show that Prabowo Subianto's personal branding has a positive and significant influence on the interest of generation Z voters. From the results of the coefficient of determination test, it was found that the influence of Prabowo Subianto's personal branding on the interest of generation Z voters in DIY in the 2024 Presidential Election was 61%, the most influential factors in Prabowo's personal branding are aspects of leadership, personality and good name.

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