Strategi Tim Pemenangan Presiden Dalam Kampanye Pemilihan Presiden 2024 Kepada Generasi Z Dan Implikasinya Terhadap Ketahanan Politik Di Kota Administratif Jakarta Selatan

Maskur Riyadi, Bayu Dardias Kurniadi, MA, M.Pub.Pol, Ph.D.; Dr. Ahmad Zubaidi, M.Si.

2024 | Tesis | S2 Ketahanan Nasional

Kota Administratif Jakarta Selatan telah mengalami perkembangan pesat sebagai pusat bisnis dan keuangan, menarik perusahaan besar dan institusi internasional, sekaligus menjadi tempat bagi generasi muda yang kreatif. Namun, meskipun literasi digital generasi muda di wilayah ini tinggi, partisipasi politik mereka dalam pemilu sebelumnya masih rendah. Fenomena ini berusaha dimanfaatkan oleh Tim Pemenangan dalam Pilpres 2024 melalui strategi kampanye digital yang interaktif, terutama untuk menjangkau Generasi Z. Penelitian ini pun bertujuan mengkaji strategi Tim Pemenangan Presiden dalam kampanye Pilpres 2024 kepada Generasi Z dan implikasinya terhadap ketahanan politik di Kota Administratif Jakarta Selatan.

Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Data diperoleh dari wawancara semi-terstruktur, observasi, studi dokumen, serta penelusuran internet. Informan dipilih secara purposive, mencakup perwakilan dari KPU, Bawaslu, Polres, Tim Pemenangan Paslon, serta pemilih muda Generasi Z. Analisis data dilakukan melalui proses pengkodean, pengembangan tema, serta interpretasi pola partisipasi politik dan dampaknya terhadap ketahanan politik di Jakarta Selatan. Validitas data diperkuat melalui triangulasi sumber dan metode, menggabungkan berbagai teknik pengumpulan data untuk meningkatkan kredibilitas dan keakuratan temuan.

Hasil analisis menunjukkan dalam Pilpres 2024, masing-masing Paslon menerapkan strategi yang berbeda untuk mendekati pemilih muda (Generasi Z dan Milenial). Paslon 01 Anies-Muhaimin menonjolkan idea dissemination dengan pendekatan akademis dan langsung dari kandidat, sehingga berhasil memenangkan suara di Jakarta Selatan (46%). Paslon 02 Prabowo-Gibran memanfaatkan youth empowerment untuk mengubah citra negatif, memperoleh 38% suara. Paslon 03 Ganjar-Mahfud mengandalkan personal and experts branding, tetapi strategi ini kurang diminati pemilih muda dan hanya meraih 16% suara. Kota Administratif Jakarta Selatan cenderung aman saat pelaksanaan kampanye Pilpres 2024. Akan tetapi, beberapa spektrum ancaman masih ditemukan seperti golput, logistik pemilu, politik identitas, gangguan keamanan, konflik tim sukses dan terorisme. Keterlibatan multi stakenolder, akademisi dan masyarakat Kota Administratif Jakarta Selatan dapat meredam ancaman tersebut dan merealisasikan delapan indikator ketahanan politik. Dua indikator yang belum maksimal yaitu pemecahan masalah dalam menangani masalah politik dan ketercapaian indikator program. Bawaslu belum bisa menindak seluruh pelanggaran selama kampanye. Dalam penentuan indikator program juga belum ada penegasan target minimal golput. Delapan dari sepuluh indikator terpenuhi sehingga kondisi ketahanan politik Kota Jakarta Selatan tergolong tangguh. Pemerintah dan masyarakat Kota Administratif Jakarta Selatan ke depannya harus waspada dengan adanya pergerakan masif kampanye negatif di dunia maya karena perubahan tren konvensional ke digital.

Kata Kunci : Strategi Kampanye, Tim Pemenangan Presiden, Pilpres 2024, Generasi Z, Ketahanan Politik

The Administrative City of South Jakarta has experienced rapid growth as a business and financial center, attracting large corporations and international institutions while also becoming a hub for creative youth. Despite the high level of digital literacy among the youth in this region, their political participation in previous elections has remained low. This phenomenon has been leveraged by the Campaign Teams during the 2024 Presidential Election through interactive digital campaign strategies, primarily aimed at engaging Generation Z. This study aims to examine the strategies employed by the National Campaign Teams in the 2024 Presidential Election, focusing on their outreach to Generation Z and the implications for political resilience in the Administrative City of South Jakarta.

This research adopts a qualitative method with a case study approach. Data were collected through semi-structured interviews, observations, document studies, and internet searches. Informants were selected purposively, including representatives from the South Jakarta General Election Commission (KPU), the Election Supervisory Board (Bawaslu), the South Jakarta Metro Police, campaign teams of presidential candidates, and young Generation Z voters. Data analysis was conducted through coding, theme development, and interpretation of political participation patterns and their impact on political resilience in South Jakarta. The validity of the data was strengthened through triangulation of sources and methods, combining various data collection techniques to enhance the credibility and accuracy of the findings.

The analysis indicates that in the 2024 Presidential Election, each candidate pair adopted distinct strategies to engage young voters (Generation Z and Millennials). Candidate 01 Anies-Muhaimin emphasized idea dissemination through academic and direct approaches by the candidates, securing 46% of the vote in South Jakarta. Candidate 02 Prabowo-Gibran utilized youth empowerment to reshape a negative image, garnering 38% of the vote. Candidate 03 Ganjar Mahfud relied on personal and expert branding, but this strategy resonated less with young voters, resulting in only 16% of the vote. South Jakarta remained relatively secure during the campaign period, though some threats persisted, including voter abstention, election logistics issues, identity politics, security disturbances, campaign team conflicts, and terrorism. The involvement of multi stakeholders, academics, and the South Jakarta community helped mitigate these threats and achieve eight political resilience indicators. However, two indicators, problem-solving in political issues and the achievement of program targets, remained suboptimal. The Election Supervisory Agency was unable to address all campaign violations, and program indicators lacked clarity on minimum abstention targets. With eight out of ten indicators fulfilled, South Jakarta’s political resilience is considered robust. Moving forward, the government and community must remain vigilant against the growing trend of negative campaigns in digital spaces due to the shift from conventional to digital platforms.

Keywords : Campaign Strategy, National Campaign Team, 2024 Presidential Election, Generation Z, Political Resilience.

Kata Kunci : Strategi Kampanye, Tim Pemenangan Presiden, Pilpres 2024, Generasi Z, Ketahanan Politik