Rational Voters and Emotional Voters: Analysis of Socio-Psychological Factors in Voting Behavior in the 2024 Presidential Election

Abstract

The 2024 Presidential Election in Indonesia reflects the increasingly
complex dynamics of democracy, marked by the increasing role of social media,
identity-based campaigns, and candidate personalization. This study aims to
analyze the socio-psychological factors that influence voting behavior, identify
the characteristics of rational and emotional voters, and examine the implications
of the dominance of emotional behavior on the quality of electoral democracy.
The approach used is a mixed-method, through a quantitative survey of young
voters as well as in-depth interviews and analysis of digital campaign content. The
results of the study show that factors such as identity affiliation, emotional
closeness to candidates, and the intensity of social media exposure play a
significant role in shaping voting behavior. Rational voters tend to consider the
track record and work programs of candidates, while emotional voters are more
influenced by symbolism, emotional narratives, and personal perceptions. These
findings indicate that the dominance of emotional behavior in elections has the
potential to weaken the quality of electoral democracy because political
decisions are often not based on informative rational considerations. This study
recommends the importance of increasing political literacy, especially among
young voters, as well as the development of more ethical and educational
political communication strategies to strengthen the foundations of a healthy
democracy that is oriented towards quality leadership.