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<p>This study proposes an integrated model to explain Generation Z’s voting intentions by extending the Theory of Planned Behavior (TPB) with dual-process decision-making styles and campaign message valence. A survey was conducted on February 13, 2024, involving 587 Indonesian university students. The structural equation modeling results show that both intuitive and rational styles significantly influence attitudes and voting intentions. Positive campaign exposure increased intention, while negative campaign exposure reduced it. Attitude and subjective norms remain relevant, though modest, predictors. By integrating rational–intuitive processing and affective message framing into TPB, the study offers a hybrid theoretical framework better suited to digital political environments. The findings offer implications for political communication strategies and civic education.</p>

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Decoding the vote: the influence of decision-making styles and social media campaigns on Gen Z’s presidential election choices

  • 期刊论文

  • 发表日期：

    2025年10月9日

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  • Muhammad Rhesa,
  • Wirawan Setialaksana,
  • Muhammad Romario Basirung,
  • Rafsanjani Supardi,
  • Andi Taufiq Umar

摘要

This study proposes an integrated model to explain Generation Z’s voting intentions by extending the Theory of Planned Behavior (TPB) with dual-process decision-making styles and campaign message valence. A survey was conducted on February 13, 2024, involving 587 Indonesian university students. The structural equation modeling results show that both intuitive and rational styles significantly influence attitudes and voting intentions. Positive campaign exposure increased intention, while negative campaign exposure reduced it. Attitude and subjective norms remain relevant, though modest, predictors. By integrating rational–intuitive processing and affective message framing into TPB, the study offers a hybrid theoretical framework better suited to digital political environments. The findings offer implications for political communication strategies and civic education.