Pengaruh Personal Branding “Gemoy” Presiden Prabowo Subianto terhadap Perilaku Pemilih Gen Z pada Pemilihan Presiden 2024 di Fakultas Psikologi Universitas Sumatera Utara

Abstract

This study aims to describe whether there is an influence of President Prabowo Subianto's “gemoy” personal branding on Gen Z voter behavior in the 2024 Presidential Election at the Faculty of Psychology, University of North Sumatra. Crucial branding strategies provide more support or market to hook sympathy from voters. One of the campaign strategies that attracts attention is the gemoy branding used by President Prabowo Subianto. This research was conducted at the Faculty of Psychology, University of North Sumatra. The number of samples in this study were 90 samples. The independent variable in this study is personal branding “gemoy”, while the dependent variable is Gen Z voter behavior. Data collection using a questionnaire in the form of a google form. Data analysis was carried out by simple linear regression test and hypothesis testing. From the results of the study, it can be concluded that President Prabowo Subianto's “gemoy” personal branding has a significant impact on increasing Gen Z voting behavior among students of the Faculty of Psychology, University of North Sumatra with a sig value of linear regression test <0.001 with a t-count value (5.070) > t-table (1.925). The correlation coefficient of the influence of President Prabowo Subuanto's gemoy personal branding on Gen Z voter behavior is 0.475 (medium), with a coefficient of determination (R Square) of 0.226. This means that Generation Z voter behavior is influenced by the “gemoy” personal branding variable by 22.6%, meaning that there is still 77.40% that can be explained by other factors besides the variables studied above, so research needs to be done on these factors.