Muhammad Rhesa, Wirawan Setialaksana, Muhammad Romario Basirung, Rafsanjani Supardi, Andi Taufiq Umar
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. © The Author(s), under exclusive licence to Springer-Verlag GmbH Germany, part of Springer Nature 2025.
Center for Social Psychology Studies, Universitas Negeri Makassar, Makassar, Indonesia; Department of Computer and Informatics Engineering, Universitas Negeri Makassar, Makassar, Indonesia; Kementerian Pendidikan, Kebudayaan, Riset, dan Teknologi, Pusat Data dan Teknologi Informasi, Senayan, Indonesia; Department of Educational Administration, Universitas Negeri Makassar, Makassar, Indonesia; Department of Economics, Universitas Negeri Medan, Medan, Indonesia
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