Education, Sociology, Communication Studies
Open access
Peer reviewed
Abstract
Abstract
This study aims to examine the influence of social media exposure, halo effect, personal branding, political dynasty issues, debate performance, social assistance issues, and trust in election organizers on Gen Z’s decision to elect presidential candidates of the Republic of Indonesia in 2024. This study uses a quantitative approach with a survey method. The research data collection technique used is a questionnaire involving 277 respondents from Generation Z. The questionnaire was distributed via social media with a short and limited time of only 1 month. This study was conducted after the voting day of the 2024 Indonesian election. The research data were analyzed using SEM (structural equation model) statistics using WarpPLS 8.0 software. The results show that social media is in two positions. The first position is that social media plays a role in influencing the formation of the halo effect on Gen Z, this is indicated by the path coefficient value of 0.344 ( p < 0.001). Then social media influences the formation of positive personal branding for presidential candidates, thus encouraging Gen Z’s decision to vote, this is indicated by the path coefficient of 0.349 ( p < 0.001). Furthermore, the second position, social media does not easily influence Gen Z’s attitude in choosing a particular candidate as president of the Republic of Indonesia in 2024. Based on these two positions, social media can influence Gen Z or society if it involves other infrastructure, such as proximity to their needs, knowledge and experience framework, values, and culture of generation Z.
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@article{Mani2026Digital,
title = {Digital influence, political image, and trust shaping Gen Z’s 2024 vote},
author = {La Mani and Yusa Djuyandi and Ayu Wardani},
journal = {Frontiers in Communication},
year = {2026},
doi = {10.3389/fcomm.2026.1740631},
url = {https://doi.org/10.3389/fcomm.2026.1740631}
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