Muhammad Ghazi Putra Assad, . (2026) STRATEGI KAMPANYE POLITIK PRAMONO ANUNG - RANO KARNO UNTUK MENARIK DUKUNGAN PEMILIH GENERASI Z PADA PILKADA DAERAH KHUSUS IBUKOTA JAKARTA 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the political campaign strategies employed by the gubernatorial and vice-gubernatorial candidate pair Pramono Anung–Rano Karno in reaching and attracting the support of Generation Z voters in the 2024 Jakarta Regional Election. The research is grounded in the success of Pramono Anung–Rano Karno in increasing Generation Z voter support during the 2024 Jakarta Regional Election through adaptive campaign approaches. This study adopts a qualitative approach with a descriptive method, utilizing primary data collected through in-depth interviews with five key informants, as well as secondary data obtained from literature review and documentation. The analysis is based on Peter Schroder’s theory of offensive political strategy, which emphasizes the expansion and penetration of new voter markets through active, planned, and adaptive actions, rather than relying solely on existing voter bases. The findings indicate that Pramono Anung–Rano Karno effectively implemented market-expansion strategies through the incorporation of party platforms, program renewal without abandoning traditional support bases, consistency in campaign messaging and identity, and the careful preparation of programs that align with the needs of young voters. Meanwhile, market-penetration strategies were carried out through enhancing internal actor motivation, utilizing digital communication channels, conducting internal campaign team training, and managing Generation Z voters’ emotions by addressing concrete issues such as environmental concerns, education, inclusivity, and youth community empowerment. This study concludes that the success of Pramono Anung–Rano Karno is closely linked to their adaptive and segmented campaign strategies, which were able to build emotional closeness with Generation Z voters. These strategies demonstrate that modern political campaigns require more substantive, participatory approaches that are responsive to the dynamics of young voters in the digital era.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No Panggil: 2110413138] [Pembimbing: Lia Wulandari] [Penguji 1: Anwar Ilmar] [Penguji 2: Abdul Ghofur] |
| Uncontrolled Keywords: | Political Campaign Strategy, Generation Z, 2024 Jakarta Regional Election, Offensive Political Strategy, Pramono Anung-Rano Karno. |
| Subjects: | J Political Science > JA Political science (General) J Political Science > JF Political institutions (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | MUHAMMAD GHAZI PUTRA ASSAD |
| Date Deposited: | 07 Feb 2026 05:42 |
| Last Modified: | 07 Feb 2026 05:42 |
| URI: | http://repository.upnvj.ac.id/id/eprint/42859 |
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