Rosita, Kalya Rachel (2024) Persepsi Gen Z Surabaya Terhadap Iklan Kampanye Prabowo-Gibran "Makan Siang dan Susu Gratis" di Media Sosial TikTok. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Leading up to the 2024 elections, each presidential and vice-presidential candidate has the opportunity to enhance their image, including the Prabowo-Gibran pair who created the controversial “Free Lunch and Milk” campaign ad on the social media platform TikTok. This research aims to describe the perception of Generation Z in Surabaya City towards the campaign advertisement. This research aims to describe the perception of Generation Z in Surabaya City towards the campaign advertisement. This research uses a descriptive qualitative research method. Primary data were obtained through in-depth interviews with informants who are part of Generation Z in the city of Surabaya. Meanwhile, secondary data were collected from books, journals, and relevant internet sources. Data analysis was conducted using DeVito’s perception theory, which includes five stages in the formation of perception: stimulus, organization, interpretation and evalution of information, memory, and recall. The results of this study found that the perception of Generation Z in Surabaya City towards the “Free Lunch and Milk” campaign advertisement is highly varied when viewed from the stages of perception formation according to Devito. This perception is influenced by the use of AI technology and the TikTok social media platform, which are considered innovative and relevant in the creation and dissemination of the campaign ads. The campaign content touches on local issues such as child nutrition, thereby attracting the attention of Generation Z. However, Generation Z desire more detailed information about other programs, not just focusing on the midday meal and free milk programs. This is to enrich the public’s understanding of the work programs of the Prabowo-Gibran pair. Keywords : Perception, Generation Z, Campaign Advertisement, TikTok
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | J Political Science > J General legislative and executive papers | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Kalya Rachel Rosita | ||||||||
| Date Deposited: | 12 Dec 2024 02:24 | ||||||||
| Last Modified: | 12 Dec 2024 02:24 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/32801 |
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