Pengaruh Citra Dan Isu Kebijakan Politik Kandidat Capres-Cawapres Tahun 2024 Terhadap Perilaku Memilih Generasi Z Di Kabupaten Parigi Moutong

Abstract

Introduction: Generation Z is often labeled as a lazy and apathetic generation. However, on the other hand, they are one of the groups of voters whose votes dominate and have the potential to influence election results. Therefore, this research is here to explore how this generation, which is often considered 'lazy' and 'apathetic', participates and uses their voting rights in elections, especially in Parigi Moutong Regency. The initial question raised is whether the labels 'lazy' and 'apathetic' can also be applied in the political context, namely the democratic process. To answer this, the research focuses on two factors that influence Generation Z's voting preferences, namely candidate image and political policy issues, using James S. Coleman's Rational Choice theory as an analytical framework to test the rationality of their political choices.

Methods: This study uses a quantitative research method with an explanatory approach.  Data collection was carried out through a survey with an online questionnaire as a tool (G-Form), Generation Z was the respondent in this study with the following conditions; has been registered in the permanent voter list (DPT) and participated in making choices in the 2024 elections, and is from Parigi Moutong Regency.

Results: The results show that the candidate's political issues and policies offered are factors with a higher influence (51.5% relationship and 26.5% influence) than the candidate's image (47.2% relationship and 22.2% influence) on Generation Z's voting behavior. Other preferences are influenced by different factors.

Conclusion: The findings imply that it is important for candidates and campaign teams to focus more attention on developing and disseminating vision-mission, work programs, and policies that suit the needs of Generation Z, while maintaining a positive image and attractive personal branding.