Komunikasi Politik Pemenangan Pasangan Bobby-Surya Dalam Membentuk Loyalitas Gen Z Pada Pilkada 2024

Verdiansyaf, Abdi; Ritonga, Muhammad Husni

doi:10.22373/jp.v8i1.30307

Jurnal

Komunikasi Politik Pemenangan Pasangan Bobby-Surya Dalam Membentuk Loyalitas Gen Z Pada Pilkada 2024

Jurnal Peurawi: Media Kajian Komunikasi Islam · Vol. 8 No. 1 (2025) · hlm. 32–46

DOI: 10.22373/jp.v8i1.30307
ISSN: 2598-6031, 2598-6023
Terbit: 2025-06-10
Penerbit: Ar-Raniry State Islamic University, Indonesia
Bahasa: eng

Abstrak

Pilkada has a very important role in determining the direction and leadership of a region in the modern democratic era. In addition to serving as a formal process for electing leaders, elections are also a venue for influencing and shaping public opinion. In the context of modern democracy, political communication plays an important role in influencing public opinion and building relationships between prospective leaders and voters. This research aims to analyze how the political communication of the winning pair Bobby-Surya in winning the 2024 Pilkada and how the political communication of their winners in shaping Gen Z loyalty in the 2024 Pilkada. The research method used is qualitative with a case study approach, which involves interviews with members of the winning team. The results of the study show that the Bobby-Surya pair implemented an integrated communication strategy, combining conventional and digital approaches. Through the use of social media, engaging content, as well as collaboration with influencers, they managed to attract attention and build active engagement among Gen Z. In addition, value-based campaigns and transparency contributed to the formation of young voters' loyalty.

Kata kunci

Jaringan kolaborasi para penulis

7 penulis · 16 tautan kepenulisan bersama

Arahkan kursor atau ketuk sebuah nama untuk menyorot rekan penulisnya. Klik dua kali untuk membuka halaman penulis.

Universitas Islam Negeri Sumatera Utara

Organisasi berbeda
Organisasi sama
Afiliasi tidak diketahui
Garis lebih tebal = lebih banyak artikel bersama · lingkaran lebih besar = lebih banyak artikel

Tampilkan sebagai tabel

Rekan penulis	Organisasi	Artikel bersama
Nurhanifah Nurhanifah	Universitas Islam Negeri Sumatera Utara	1
Cindy Satika Lesmana	Universitas Islam Negeri Sumatera Utara	1
Elvira Zahra	Universitas Islam Negeri Sumatera Utara	1
Muhammad Raditia Handika	Universitas Islam Negeri Sumatera Utara	1
Syahraini Puspa Daulay	Universitas Islam Negeri Sumatera Utara	1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://jurnal.ar-raniry.ac.id/index.php/peurawi/oai, pertama di-harvest 7 Nov 2026, terakhir terlihat 7 Nov 2026.

Metadata asli (oai_dc)

<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en">Komunikasi Politik  Pemenangan Pasangan Bobby-Surya  Dalam Membentuk Loyalitas Gen Z Pada Pilkada 2024</dc:title>
	<dc:creator xml:lang="en">Verdiansyaf, Abdi</dc:creator>
	<dc:creator xml:lang="en">Ritonga, Muhammad Husni</dc:creator>
	<dc:subject xml:lang="en">Political Communication</dc:subject>
	<dc:subject xml:lang="en">Bobby-Surya</dc:subject>
	<dc:subject xml:lang="en">Gen Z</dc:subject>
	<dc:subject xml:lang="en">Pilkada 2024</dc:subject>
	<dc:description xml:lang="en">Pilkada has a very important role in determining the direction and leadership of a region in the modern democratic era. In addition to serving as a formal process for electing leaders, elections are also a venue for influencing and shaping public opinion. In the context of modern democracy, political communication plays an important role in influencing public opinion and building relationships between prospective leaders and voters. This research aims to analyze how the political communication of the winning pair Bobby-Surya in winning the 2024 Pilkada and how the political communication of their winners in shaping Gen Z loyalty in the 2024 Pilkada. The research method used is qualitative with a case study approach, which involves interviews with members of the winning team. The results of the study show that the Bobby-Surya pair implemented an integrated communication strategy, combining conventional and digital approaches. Through the use of social media, engaging content, as well as collaboration with influencers, they managed to attract attention and build active engagement among Gen Z. In addition, value-based campaigns and transparency contributed to the formation of young voters' loyalty.</dc:description>
	<dc:publisher xml:lang="en">Ar-Raniry State Islamic University, Indonesia</dc:publisher>
	<dc:date>2025-06-10</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://jurnal.ar-raniry.ac.id/index.php/peurawi/article/view/30307</dc:identifier>
	<dc:identifier>10.22373/jp.v8i1.30307</dc:identifier>
	<dc:source xml:lang="en">Jurnal Peurawi: Media Kajian Komunikasi Islam; Vol. 8 No. 1 (2025): Jurnal Peurawi: Media Kajian Komunikasi Islam; 32-46</dc:source>
	<dc:source>2598-6031</dc:source>
	<dc:source>2598-6023</dc:source>
	<dc:source>10.22373/jp.v8i1</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://jurnal.ar-raniry.ac.id/index.php/peurawi/article/view/30307/10722</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Abdi Verdiansyaf, Muhammad Husni Ritonga</dc:rights>
</oai_dc:dc>