DISRUPSI POLITIK: STRATEGI MARKETING POLITIK MENGGUNAKAN TEKNOLOGI INFORMASI DAN KOMUNIKASI TERHADAP GENERASI MILENIAL DAN GEN Z DI PILPRES 2024 = POLITICAL DISRUPTION: POLITICAL MARKETING STRATEGIES USING INFORMATION AND COMMUNICATION TECHNOLOGY TOWARDS THE MILLENNIAL AND GEN Z GENERATIONS IN THE 2024 PRESIDENTIAL ELECTION

Research is a scientific method for obtaining data with specific objectives using relevant methods. This study employs a quantitative research design by analyzing results obtained from samples that focus on the relationship between disruption, marketing strategies, information technology, and communication with the millennial and Generation Z demographics during the presidential and vice-presidential elections in the Republic of Indonesia. Millennials and Generation Z, often referred to as Agents of Change, dominate nearly 60% of voters and play a crucial role in this era to support the success of political parties. The results of the discussion in this study were conducted using several data processing techniques, including Instrument Testing to determine the suitability and consistency of the results obtained from the questionnaires. Classical assumption testing was performed by examining the results from the data processing conducted with the help of SPSS. Multiple linear regression analysis was used to test the conformity of the initial hypotheses with the results obtained from the research conducted to achieve the study's outcomes.