Audrey Syafiyah Putri, . (2024) ANALISIS KONTEN MARKETING PADA MEDIA SOSIAL TWITTER (X) PARTAI GERINDRA SEBAGAI STRATEGI MARKETING POLITIK DALAM MERAIH DUKUNGAN GENERASI Z PADA PEMILIHAN PRESIDEN TAHUN 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This thesis aims to examine specifically the marketing content uploaded by Gerindra Party on Twitter (X) social media as a political marketing strategy in gaining the support of generation Z in the 2024 presidential election. This platform is used as a political tool for Gerindra to reach generation Z as a generation that has great potential in the 2024 presidential election. This research uses Pull Political Marketing Theory as an analytical tool. The method used is a qualitative approach with descriptive research type and the data collection techniques used are virtual observation, interviews, documentation, and literature studies in the form of books, journals/previous research, and articles/websites. The results showed that the main focus of the political marketing strategy by Gerindra Party on Twitter (X) social media was to approach generation Z with the tactic of presenting content informally. This approach aims to increase the appeal of lightly packaged political content among generation Z. The content uploaded by Gerindra Party on Twitter (X) received a positive response, which is reflected in the number of positive comments that dominate each content analyzed by the researcher. This political marketing approach succeeded in attracting the attention and strong support of generation Z in the Prabowo-Gibran campaign for the 2024 presidential election.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010413119] [Pembimbing: Fatkhuri] [Penguji 1: Deni Angela] [Penguji 2: Restu Rahmawati] |
| Uncontrolled Keywords: | Political Marketing Strategy, Gerindra Party, Presidential Election, Social Media, Generation Z |
| Subjects: | J Political Science > JA Political science (General) J Political Science > JC Political theory J Political Science > JF Political institutions (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | AUDREY SYAFIYAH PUTRI |
| Date Deposited: | 25 Sep 2024 08:33 |
| Last Modified: | 25 Sep 2024 08:33 |
| URI: | http://repository.upnvj.ac.id/id/eprint/31014 |
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