AUTHOR I Komang SumertaGancar Candra PremanantoPieter Daud SamadaraAhmad Saifurriza EffasaNur Indra Perbawa DESCRIPTION This research aims to understand how does figure branding effect on generation z in the 2024 Indonesian general election. This research uses qualitative methods with a phenomenological study approach, Data collection was carried out with in-depth interviews and participatory observations involving randomly selected young people, and have the right to vote in the 2024 Indonesian election. Respondents were selected from several different regions in the Indonesian region namely Kupang, Surabaya, Batam and West Java. This study explores how political figure branding shapes the perceptions and voting intentions of Generation Z in Indonesia amidst the 2024 elections. Findings from phenomenological interviews with young voters highlight that realistic, charismatic and ethical traits alongside close citizen connect resonate strongly. By illuminating branding elements that capture youth imagination, results can guide candidate positioning and campaign communication strategies for improved electoral engagement. See Journal PUBLISHED 2024
GENERATION Z PARTICIPATION IN POLITICS AN APPROACH TO CONSUMER BEHAVIOR THEORY
AUTHOR Aries KurniawanGancar Candra Premananto.Candraningrat CandraningratAdrianus ApriliusRizky Hidayat DESCRIPTION Research aimed at finding out the causes of Generation Z playing an active role in politics was carried out using a qualitative methodology using phenomology. By using the snowball technique in determining informants, there were eight Generation Z studentswho were active in organizations or became organizational administrators. After going through triangulation, the researchers concluded that social media influences political attitudes, determining factors in political choices, political participation and perceptions of Generation Z in the political field. The conclusions obtained are in line with consumer behavior theory, especially the determining factors of political choices which are divided into two, namely rational and emotional factors. See Journal PUBLISHED 2024/6/28