Strategi Kampanye Digital dan Perubahan Pemilih Pemula: Studi Kasus Prabowo-Gibran di Pilpres 2024

Abstract

The rapid development of digital technology has transformed political campaigning, particularly among first-time
voters in Indonesia. This study examines the digital campaign strategies of the Prabowo–Gibran presidential ticket
in the 2024 election and analyzes their influence on young voters’ political behavior. Using a qualitative approach,
primary data were collected through in-depth interviews with campaign actors and political communication
observers, supported by documentation and digital content analysis. The findings indicate that the campaign relied
heavily on social media platforms such as TikTok, Instagram, and Twitter, accompanied by big data–based
audience segmentation to personalize political messages. The use of relational engagement and responsive
campaigning strengthened emotional attachment, expanded reach, and improved interaction between candidates
and young voters. However, several challenges emerged, including the risk of information distortion and
difficulties in maintaining message consistency within a highly dynamic digital environment. This study
contributes to the growing literature on digital political communication by demonstrating how strategic content
production and data-driven targeting shape the preferences and participation of first-time voters in contemporary
Indonesian elections.