Political Preferences and Role of Social Media Ahead of the 2024 General Elections in Central Kalimantan Province

Abstract

This research explains how the political preferences and the role of social media ahead of the 2024 general election in Central Kalimantan Province. The type of research used is a quantitative approach using survey methods. The results show that PDIP is still quite strong in Central Kalimantan Province. Popularity, likeability, and electability of figures/candidates show that Sandiaga, Ganjar, Prabowo, Anies, and Ridwan Kamil, it is still the alternative of voters with consistently receive support from respondents, that figurativeness is the top reason for voters in choosing a candidate. However, the level of popularity and likeability have not shown a positive correlation with the electability of figures in presidential candidates. In issues/programs, the economic welfare is a priority most needed, where the ideas/programs are the biggest factor in influencing changes in the choice. On the other side, the role of social media is quite large in influencing and shaping the political preferences of voters. The findings can be taken into consideration to read the prospects for voter electoral support and in determining political strategies, candidate figures, coalition designs, and issues/programs which are at the same time becoming the main agenda of the struggle, to influence the final decision of voters.