Analisis Resepsi Khalayak Terhadap Strategi Kampanye ‘Gemoy’ dalam Gerakan Politik Prabowo Subiyanto Pada Pemilihan Presiden 2024 (Studi Pada Khalayak Pengguna Media Sosial TikTok)

Vallene Laurencia Viendry Sujarwo; Cosmas Gatot Haryono

doi:10.35870/jtik.v9i4.4241

Published: 2025-10-01

Analisis Resepsi Khalayak Terhadap Strategi Kampanye ‘Gemoy’ dalam Gerakan Politik Prabowo Subiyanto Pada Pemilihan Presiden 2024 (Studi Pada Khalayak Pengguna Media Sosial TikTok)

DOI: 10.35870/jtik.v9i4.4241

Vallene Laurencia Viendry Sujarwo, Cosmas Gatot Haryono

Affiliation Details

Vallene Laurencia Viendry Sujarwo: Universitas Ciputra Surabaya
Cosmas Gatot Haryono: Universitas Ciputra Surabaya

This study examines the reception of voters across generations (Gen X, Y, Z) who are active TikTok users toward the “Gemoy” campaign strategy of Prabowo-Gibran in the 2024 Presidential Election, employing Alfred Schutz’s phenomenological approach. Data were collected through interviews with active TikTok voters of various ages and analysis of engagement metrics, including 1.19 billion views, 73.6 million likes, and 3.36 million comments on campaign content. The findings reveal diverse responses, ranging from high enthusiasm and engagement among young voters to more critical attitudes regarding substance in other groups. Visual and humorous strategies were found effective in fostering emotional connection and expanding the reach of political messages in the digital era. This study highlights new dynamics in Indonesian political communication, where entertainment- and image-based approaches on social media contribute to shifts in voter behavior and patterns of political engagement among the younger generation.

Keywords

2024 Presidential Election ; Political Movement ; Social Media

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Sujarwo, V. L. V., & Haryono, C. G. (2025). Analisis Resepsi Khalayak Terhadap Strategi Kampanye ‘Gemoy’ dalam Gerakan Politik Prabowo Subiyanto Pada Pemilihan Presiden 2024 (Studi Pada Khalayak Pengguna Media Sosial TikTok). Jurnal JTIK (Jurnal Teknologi Informasi Dan Komunikasi), 9(4), 1457-1477. https://doi.org/10.35870/jtik.v9i4.4241

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This article has been peer-reviewed and published in the Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

Issue: Vol. 9 No. 4 (2025)
Section: Computer & Communication Science
Published: October 1, 2025

License: CC BY 4.0
Copyright: © 2025 Authors
DOI: 10.35870/jtik.v9i4.4241

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Author Biographies

Vallene Laurencia Viendry Sujarwo

Program Studi Ilmu Komunikasi, Fakultas Ilmu Komunikasi dan Bisnis Media, Universitas Ciputra Surabaya, Kota Surabaya, Jawa Timur, Indonesia.

Cosmas Gatot Haryono

Program Studi Ilmu Komunikasi, Fakultas Ilmu Komunikasi dan Bisnis Media, Universitas Ciputra Surabaya, Kota Surabaya, Jawa Timur, Indonesia.

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Published: 2025-10-01

Analisis Resepsi Khalayak Terhadap Strategi Kampanye ‘Gemoy’ dalam Gerakan Politik Prabowo Subiyanto Pada Pemilihan Presiden 2024 (Studi Pada Khalayak Pengguna Media Sosial TikTok)