Pengaruh Personal Branding Alam Ganjar di Instagram terhadap Perilaku Memilih Generasi Z di Kota Medan pada Pemilihan Presiden 2024

Abstract

Alam Ganjar has become a topic of discussion since participating in the 2024 presidential campaign. He is categorized as an influential young figure and is seen as capable of attracting Generation Z votes, which led to his involvement in the national winning team of presidential candidate Ganjar Pranowo and vice presidential candidate Mahfud MD. This study aims to analyze Alam Ganjar's personal branding on Instagram and its influence on the voting behavior of Generation Z in Medan during the 2024 presidential election. The theories used include Communication Theory, New Media, Personal Branding, and Voting Behavior. This research adopts a quantitative approach with a correlational method, involving 96 college students from the class of 2020-2023 in Medan, using probability sampling techniques and data analysis with SPSS 29.0. The results indicate that the eight personal branding concepts by Peter Montoya synergize to build a strong personal branding for Alam Ganjar. Generation Z's perception of Alam Ganjar in Medan is positively rated at 78%. The voting behavior of Generation Z in Medan tends to be irrational when considering choices in the 2024 presidential election. The analysis shows a significant correlation between Alam Ganjar's personal branding and the voting behavior of Generation Z, with a Spearman’s Rho hypothesis test result of 0.382, indicating a low but definite correlation with an influence of 14.6% between variables X and Y, while 85.4% is influenced by other factors outside this study.