The Effect of Information-Seeking Behavior on Gen-Z Political Preference: Study on 2020 District Heads Election in Depok and South Tangerang

Generation Z in Indonesia will use their political right for the first time during the upcoming 2020 District Heads Election that will be held in some cities in Indonesia, including in Depok and South Tangerang. This study aims to understand the effect of information seeking behavior on Gen-Z political preferences as new voters in the upcoming 2020 Depok and South Tangerang city mayor election. A survey will be performed to collect the data by distributing a questionnaire to 278 respondents aged 17 to 23 and live in Depok or South Tangerang. It was found that the political parties are not a factor that encourages them to seek information on the election. Information about the profiles, ideologies, leadership, and work programs of regional head candidates is the type of information they need. Political party websites, candidates personal websites and radio were not their main choices in seeking election information. Various media for candidate campaigns, including the use of celebrities, did not significantly influence their political decisions. Instagram and Twitter are the most preferred social media platforms for finding election information. Family and closest friends are one of their sources of information in obtaining information. Candidates for regional heads who have character: integrity, can bring change, understand various problems in their region and are able to offer solutions, are populist and honest / free from corruption practices; is the figure of the candidate for regional head they will elect. The racial and gender factors did not influence their political choices. Their track record, work program and ideology influence their political choices. The findings of this study will be useful to political parties in developing their future election communication strategies.