Zahra Zhafira Mahdiyah Haviz, . (2025) STRATEGI KAMPANYE MEDIA SOSIAL TIKTOK CALON PRESIDEN INDONESIA DALAM PEMILU PRESIDEN TAHUN 2024. Tugas Akhir thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research examines the digital campaign strategies of Indonesia's presidential candidates in the 2024 Election through the TikTok platform, which is popular among young voters. The focus is on how Anies Baswedan, Prabowo Subianto, and Ganjar Pranowo have leveraged TikTok to convey political messages, shape public perception, and build interaction with audiences. Using a qualitative approach and case study method, this research analyzes the content strategies, campaign themes, and digital communication patterns of each candidate. The theory applied is Robert Cialdini’s Social Influence Theory, which encompasses six principles: reciprocity, liking, authority, social proof, scarcity, and consistency. Analysis of the TikTok videos from the three candidates indicates that Ganjar emphasizes an empathetic image and emotional content, Anies focuses on policy and education issues, while Prabowo accentuates nationalism and collaborates with influencers. All three take advantage of TikTok’s algorithm and potential for virality to broaden their campaign reach. The results of this research conclude that TikTok is a strategic medium in digital political communication, significantly contributing to studies on digital democracy and voter behavior in Indonesia.
| Item Type: | Thesis (Tugas Akhir) |
|---|---|
| Additional Information: | [No.Panggil: i1810413056] [Pembimbing: Lia Wulandari] [Penguji 1: Nurdin] [Penguji 2: Danis Tri Saputra Wahidin] |
| Uncontrolled Keywords: | Digital Campaign, TikTok, 2024 Presidential Candidates, Political Strategy, Social Influence Theory, Social Media, Election, Social Influence |
| Subjects: | J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | ZAHRA ZHAFIRA MAHDIYAH HAVIZ |
| Date Deposited: | 01 Sep 2025 07:40 |
| Last Modified: | 03 Sep 2025 03:54 |
| URI: | http://repository.upnvj.ac.id/id/eprint/40124 |
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