STRATEGI KREATIF KAMPANYE PRABOWO-GIBRAN DALAM MERAIH SIMPATIK PEMILIH MUDA PADA PEMILU 2024

Yahya Ayyasy Ardiyarto, NIM.: 21107030024 (2025) STRATEGI KREATIF KAMPANYE PRABOWO-GIBRAN DALAM MERAIH SIMPATIK PEMILIH MUDA PADA PEMILU 2024. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The 2024 elections in Indonesia, held simultaneously on February 14, were dominated by young voters, with Generation Z and millennials accounting for 55% of the permanent voter list. The candidate pair Prabowo Subianto and Gibran Rakabuming used creative campaign strategies to win the sympathy of young voters. This campaign successfully broke Prabowo's negative stigma and created a new image that was more familiar to the younger generation. This study aims to describe these strategies and provide insights for politics in Indonesia. The method used in this study is descriptive qualitative with categorization, reduction, presentation, and conclusion drawing or verification. The researcher conducted observations through the social media posts of the Prabowo-Gibran pair and collected data through interviews with the Prabowo-Gibran Campaign Team and young voters. The results of this study show that the Prabowo-Gibran pair and their team have planned a successful creative strategy by utilizing digital media. Through interviews and observations, they use various social platforms with a lighthearted style and humor that is relevant to young people to attract the attention of young voters. Digital approaches such as the “gemoy” image and viral content on TikTok and Instagram made Prabowo more approachable and appealing to the younger generation. The active involvement of volunteers in local activities also fostered warm communication. This strategy succeeded in gaining the sympathy of young voters, who were impressed by the unique and enjoyable campaign.

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