Strategi Influencer Pematang Siantar Guido Punxgoaran Dalam Membangun Ketertarikan Dan Respons Politik Di Kalangan Pengikut Pada Periode Pemilu Legislatif 2024

Abstract

This study aims to analyze the strategy of Pematang Siantar influencer, Guido Punxgoaran, in building the interest, attention, and political response of his followers in the 2024 Legislative Election. The role of influencers on social media, especially Instagram, is increasingly significant in shaping public opinion and political behavior, especially among followers who actively consume digital content. This study uses a qualitative approach with a case study method. Data collection techniques were carried out through in-depth interviews with Guido Punxgoaran's followers, observations of social media upload content, and relevant documentation during the 2024 Legislative Election period. The results show that Guido Punxgoaran uses a personal, persuasive, and sustainable political communication strategy through visual content, light but meaningful narratives, and consistent upload intensity. This strategy is able to build followers' interest and attention towards certain political issues and figures, and encourage responses in the form of interaction, emotional involvement, and political stances. This study concludes that influencers have a significant role in shaping the dynamics of followers' attention and political response on social media, making the presence of influencers a factor that needs to be taken into account in contemporary political communication practices.