Analisis Pesan Persuasif pada Akun TikTok Partai Gerindra dalam upaya Pemenangan Partai di Pemilu 2024 (Studi Analisis Isi Konten @partaigerindra Periode Bulan Oktober-Februari 2024)

Faradina Elzada Putri. NIM 202210040311057. Analysis of Persuasive Messages on the Gerindra Party's TikTok Account in the Party's Winning Efforts in the 2024 Election (Content Analysis Study @partaigerindra Period October-February 2024) Undergraduate Thesis, Communication Science Study Program, Faculty of Social and Political Sciences, Muhammadiyah University of Malang, 2026.
This research aims to analyze the Prabowo–Gibran couple's campaign communication strategy via the TikTok account @partaigerindra during the 2024 Presidential Election campaign. Social media, especially TikTok, has become a strategic platform in political communication because of its audio-visual, interactive characteristics, and its ability to reach a wide young audience. Therefore, it is important to understand how campaign messages are constructed and conveyed in digital content.
This research uses a quantitative approach with content analysis methods. The unit of analysis in this research is the campaign video content uploaded to the TikTok account @partaigerindra. Data collection techniques were carried out through documentation and observation of five campaign videos selected based on certain criteria. Analysis categories include character image, message delivery style, symbolic elements and party identity, nationalist narrative, framing, emotion and content sentiment, and audience response. To maintain the validity of the data, this study used an inter-coder reliability test with a percentage agreement approach.
The research results show that the Prabowo–Gibran campaign communication strategy on TikTok predominantly features strengthening the candidate's personal image, consistency of visual identity, and the use of emotional elements to attract attention and build audience engagement. Framing excellence and winning narratives are also part of the communication strategy used. Meanwhile, the delivery of policy programs and nationalist narratives is not the main focus in the overall content analyzed. This research concludes that campaign communication strategies on TikTok tend to be oriented towards personal branding and emotional mobilization, which are adapted to the characteristics of entertainment and visual-based social media.