Political Branding and the Gen Z Vote: A Phenomenological Study of Young Voters in Indonesia

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.