This article explores the campaigning strategies employed by the three presidential candidates in the 2024 Indonesian general election and how the millennial voters perceive the strategies and cast their votes accordingly. Notwithstanding the controversies that shadow the eventual victory of Prabowo Subianto and Gibran Rakabuming Raka, we argue that an attention paid to how the three candidates present their political promise on social media would provide a useful insight into the understanding of why Prabowo-Gibran achieve a landslide victory against the other two candidates, securing an unprecedented 58% of voters in just one round. The study presents several dominant themes from each candidate pairs. These themes, in the context of voters’ political choice, can be argued to reflect distinctive ideological stance and political aspiration of their endorsers. Prabowo-Gibran’s victory, in turn, can be said to represent the current, mainstream ideals aspired by the majority of Indonesian millennial voters. Indonesia Keywords: election, Indonesia, millennials, political campaign, voters
Susanti et al. (Wed,) studied this question.