Pengaruh Penggunaan Gambar AI (Artificial Intelligence) sebagai Media Kampanye Politik Terhadap Keputusan Memilih Generasi Z

Abstract

This study aims to analyze the influence of using AI-generated images as a political campaign medium on Generation Z’s voting decisions in North Sumatra Province. Employing a quantitative research method, data were collected through surveys involving 400 students from three state universities (USU, UNIMED, UINSU), representing key characteristics of Generation Z. The findings indicate a positive and significant effect of AI-generated campaign imagery on the voting decisions of Generation Z, as demonstrated by a significance value of 0.000 < 0.05. The coefficient of determination (R Square) is 26.1%, showing that the use of AI images contributes to voting decisions, although other factors remain more dominant. Generation Z tends to be attracted to visually innovative campaigns but remains critical regarding the substance of political messages and the credibility of candidates. The study concludes that the integration of AI technology into political campaigns increases attention and interest among young voters; however, this strategy must be balanced with personal approaches, substantive issues, and transparent communication to effectively influence the voting behavior of Generation Z.