Lukman Hakim, . (2026) PENGARUH PERSONAL BRANDING PRABOWO SUBIANTO TERHADAP PERILAKU PEMILIH GENERASI Z DI KABUPATEN CIREBON PADA PEMILIHAN PRESIDEN 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze and test the influence of Prabowo Subianto's personal branding on the behavior of generation Z voters in Cirebon Regency in the 2024 presidential election. This study uses Montoya's theory and Dieter Roth's theory. The research method uses a quantitative approach with a survey method with 100 generation Z respondents in Cirebon Regency. The results of the research data show that the results of the hypothesis test or T show that t count is greater than t table, namely 14.618> 1.984 and a significance value (Sig.) 0.000 <0.05, so it can be interpreted that H0 is rejected and H1 is accepted. This shows that there is a significant influence between Personal Branding on Voter Behavior. This is reinforced by the results of the Determination Coefficient Test obtained a determination coefficient (R square) of 0.686 or 0.686 x 100 = 68.6% which means that the influence of the independent variable (X) on the dependent variable (Y) is 68.6% and epsilon 31.4% is influenced by other factors that the researcher did not examine. And this is also strengthened by the Correlation Coefficient test which explains that Personal Branding (X1) and Voter Behavior (Y) have a correlation coefficient (R) of 0.828. From the results of the data test above, it is concluded that Prabowo Subianto's personal branding has a positive and significant influence on the behavior of generation Z voters. And the most influential factors in Prabowo's personal branding are the aspects of Specialization, Leadership, Determination, and Good Name
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110413013] [Pembimbing: Nurdin] [Penguji 1: Deni Angela] [Penguji 2: Lia Wulandari] |
| Uncontrolled Keywords: | Personal Branding, Prabowo Subainto, Voter Behavior, Generation Z, Cirebon Regency |
| Subjects: | J Political Science > JA Political science (General) J Political Science > JC Political theory J Political Science > JS Local government Municipal government |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | LUKMAN HAKIM |
| Date Deposited: | 02 Apr 2026 03:55 |
| Last Modified: | 02 Apr 2026 03:55 |
| URI: | http://repository.upnvj.ac.id/id/eprint/42877 |
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