THE ROLE OF SOCIAL MEDIA MARKETING AGAINST THE Z-GENERATION'S INTENTION TO PARTICIPATE IN THE 2024 ELECTIONS
Keywords:
Social media interaction, word of mouth, social media content, candidate image, vote intentionAbstract
Simultaneous elections in Indonesia will be held in February 2024. This year's voters are dominated by the millennial generation and generation z. This research examines the role of social media marketing (SMM) activities, such as social media interactions, social media content, and Word of Mouth (WOM), as well as the influence of candidate image in determining voting intention in the Indonesian political context for Generation Z. This research further investigates the role of candidate image in social identity theory as a mediator between SMM and voting intention. This survey aims to better understand Generation Z in Indonesia in preparation for voting in the 2024 election. This research uses quantitative methods. The sample in this study amounted to 414 respondents, taken using a purposive sampling technique by distributing questionnaires online. Data analysis techniques using SmartPLS software include validity and reliability test analysis, as well as the t-test. The research results show that word of mouth (WOM) and social media content are the main factors influencing Generation Z's choices. From the findings of the analysis of this research, it was also found that social media interactions did not show a significant correlation with voting intentions. However, social media interaction variables show an impact on creating a candidate's image, which can influence voting intentions for generation z. Meanwhile, word-of-mouth and social media content do not have a significant influence on a candidate's image.
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