Habibi, Sulhan (2025) Personal Branding Capres 02 Dihadapan Gen Z Di Pekanbaru Studi Deskriptif Kata Gemoy Di Tiktok. Other thesis, Universitas Islam Riau.

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Abstract

his research investigates the impact of the term "Gemoy" as a personal branding strategy employed by the presidential candidate Prabowo Subianto, particularly among Generation Z in Pekanbaru, Indonesia. The study highlights how the term, an informal adaptation of "gemas," reflects Prabowo's shift from a traditional authoritarian image to a more approachable and humorous persona resonating with younger voters. Utilizing a quantitative approach, data were collected through questionnaires distributed to 370 respondents, revealing a 76.8% acceptance of Gemoy as an effective branding tool within social media contexts, especially TikTok. The T- test results indicated a significant relationship between the usage of "Gemoy" and its effectiveness as a political vehicle, while ANOVA analysis showed no significant differences in responses across different age groups, suggesting a unified perception among Gen Z. This showcases the importance of innovative branding strategies in political campaigns, particularly as they relate to the evolving dynamics of youth engagement and social media influence.

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