DINAMIKA STRATEGI KOMUNIKASI POLITIK DALAM MEMBANGUN KESADARAN PUBLIK STUDI PADA KAMPANYE PILKADA DAN PILGUB 2024 DI KOTA MATARAM

This study aims to analyze the effectiveness of political communication strategies used in the 2024 local elections (Pilkada) and gubernatorial elections (Pilgub) in Mataram City, as well as to explore the enthusiasm of millennials and Generation Z in following local political developments. The study employs a descriptive survey method, collecting data through questionnaires distributed to 400 samples drawn from a 500,000 population using the Slovin formula. The findings reveal that incumbent candidates are more effective in using social media to reach young audiences, while direct communication is more successful within conservative and rural communities. Millennials and Generation Z show high enthusiasm, especially in social media campaigns, although there remains a gap in understanding campaign programs, particularly among rural populations. This study recommends simplifying campaign messages and increasing youth participation in political campaigns