Fenomena Influencer Media Sosial sebagai Komoditas Pemenangan Politik Prabowo-Gibran pada Pemilihan Presiden dan Wakil Presiden Tahun 2024 di Kota Medan

Abstract

This study explores the phenomenon of social media influencers as a political campaign commodity in the victory strategy of the presidential and vice-presidential candidates Prabowo-Gibran during the 2024 Indonesian election in Medan City. The research is driven by the transformation of political campaign strategies toward digital platforms, utilizing influencers as key political communication actors. Influencers act not only as supporters but also as effective political marketing tools to reach younger voter segments. The study employs a qualitative descriptive method, with data collected through interviews, observation, and documentation. The findings reveal that the structured use of influencers both at the national and local levels successfully increased public engagement with the Prabowo-Gibran campaign. Campaign strategies through TikTok and Instagram help enhance the candidate's positive image, shape public opinion, and increase political participation among the younger generation. The study also addresses ethical dimensions such as potential information manipulation and the commodification of public opinion. These findings reflect the shift in political communication in the digital era and highlight the growing role of influencers in Indonesia’s electoral democracy.