Analisis Persepsi Pemilih Pemula Tentang Pramono-Rano Pada Pilkada Jakarta 2024 (Studi Pada Media Sosial Tiktok)

Abstract

Political transformation in the digital age has made social media a key instrument in shaping public opinion, especially among the younger generation. This study aims to understand how first-time voters, particularly Generation Z in Jakarta, interpret the Pramono–Rano campaign through the TikTok platform. Using a qualitative approach with a phenomenological method, data was gathered om in-depth interviews with five informants. Referring to the Theory of Intrapersonal Communication and the Elaboration Likelihood Model (ELM), the research findings indicate that political perception formation occurs through rational evaluation of candidates' visions and missions, emotional attachment to their empathetic attitudes, and alignment of communication styles with voters' personal values. Campaigns that leverage popular trends—such as “jedag-jedug” content and collaborations with influencers wereonsidered effective in conveying political messages in an engaging manner without losing substance. Although visuals play an important role, informants also reflect a reflective process regarding the content of political messages. Thus, TikTok has proven to be an nfluential medium in shaping the political perceptions of young voters, while communicative, empathetic, and visionary leadership traits are key factors in gaining support from Generation Z in the 2024 Jakarta Regional Elections.