Gaining Millenial and Generation Z Vote: Social Media Optimization by Islamic Political Parties

Abstract

Millennial and Gen Z voters dominate the use of social media. This generation is
undeniably the most active in using the internet for social media. This study aims to determine
the political communication strategy of the PKS, PKB, and PPP parties in winning the votes of
young people in the 2024 election. This qualitative research uses a descriptive analysis
approach—data obtained from interviews and literature searches. The results of this study
indicate that it is not easy to win votes from the younger generation because this generation is
relatively allergic to political parties, a less ideological and critical generation; however, parties
will struggle to get the votes of that generation. Burhanuddin Muhtadi, Executive Director of
Indonesian Political Indicators, said that this generation has the most severe concern for various
strategic issues, such as corruption, environmental damage, health, pollution, and employment.
However, of the three parties, PKS seems most vocal in rejecting the issue. Their regular and
factual attitudes need to emerge to support their popularity and remain part of the strategy of
political struggle. Today, young people have become the people who control the vote in the
upcoming parliamentary elections and have become intelligent people who see and evaluate
Indonesian politics