The Analysis of Campaign Strategy and Victory in the 2024 Kerinci Regency DPRD Legislative Election
A Case Study on Jumadi's Victory
DOI:
https://doi.org/10.22437/kuasa.v2i2.22Keywords:
Campaign strategy, VictoryAbstract
This study analyzes Jumadi's campaign strategy and victory in the 2024 Kerinci Regency Regional People's Representative Council (DPRD) Legislative Election. This study explains, how Jumadi as a newcomer to politics with a background as a young entrepreneur, was able to achieve victory despite having no prior political experience. This study uses a qualitative approach with primary and secondary data obtained through interviews and documentation. The results indicate that Jumadi's victory was influenced by the implementation of an effective political marketing strategy based on Niffenegger's 4P framework: product, promotion, price, and place. The product aspect emphasized his image as a responsive and community-oriented leader with a focus on human resource development in the agricultural sector. The promotion aspect was carried out through direct outreach to the community, the use of social media, and the installation of billboards and posters. The price aspect reflected a positive reputation and personal credibility, while the place aspect related to voter mapping and mobilization of the support base through the Golkar Party's political machinery. These findings suggest that personal closeness, public trust, and the right political marketing strategy can be determining factors in the victory of new legislative candidates at the local level.
References
Asmi, S. (2023). Sistem pemilihan umum dalam kaitan dengan negara demokrasi. Warta Dharmawangsa, 17(2), 602–609. https://doi.org/10.46576/wdw.v17i2.3174
Arifin, E. (2020). Komunikasi politik dan strategi kampanye di era digital. Jurnal Ilmu Komunikasi Politik, 5(2), 134–147. https://doi.org/10.31227/osf.io/z6nkb
Chabibi, M. (2020). Polemik marketing politik antara image dan substansi. Al-Tsiqoh: Jurnal Ekonomi dan Dakwah Islam, 5(1), 1–23. https://doi.org/10.31538/altsiq.v5i1.622
Effendi, R. (2021). Digital political marketing: Strategi komunikasi politik pada Pemilu 2019. Jurnal Komunikasi dan Media Politik, 6(1), 45–59. https://doi.org/10.22212/jkmp.v6i1.2783
Firmanzah. (2008). Marketing politik: Antara pemahaman dan realitas. Jakarta: Yayasan Obor Indonesia.
Ghazali, A. M., & Rahman, F. (2021). Political branding dan perilaku pemilih dalam kontestasi politik lokal. Jurnal Politik dan Pemerintahan Daerah, 3(2), 87–101. https://doi.org/10.22219/jppd.v3i2.12654
Handoyo, A. (2014). Demokrasi dan pendidikan demokrasi: Peliknya realisasi kedaulatan rakyat. Yogyakarta: Sanata Dharma University Press.
Hidayat, M. (2020). Strategi komunikasi politik calon legislatif muda pada Pemilu 2019. Jurnal Politik Indonesia, 5(2), 75–90. https://doi.org/10.22212/jpi.v5i2.2341
Irawan, D., & Kurniawan, A. (2022). The role of social media in shaping political trust in local elections. Jurnal Komunikasi dan Demokrasi, 10(1), 15–28. https://doi.org/10.21009/jkd.v10i1.2985
Kaid, L. L., & Holtz-Bacha, C. (Eds.). (2020). The Sage handbook of political advertising. London: Sage Publications.
Kampanila, A., & Siregar, F. (2023). Strategi komunikasi politik partai Golkar dalam membangun citra politik. Jurnal Ilmu Politik dan Pemerintahan, 8(1), 22–38. https://doi.org/10.20884/1.jipp.2023.8.1.1219
Keller, K. L. (2019). Strategic brand management in political marketing. Journal of Political Marketing, 18(3), 215–232. https://doi.org/10.1080/15377857.2018.1557298
Mufti, M. (2013). Teori-teori demokrasi. Bandung: Pustaka Setia.
Niffenegger, P. B. (1989). Strategies for success from the political marketers. Journal of Consumer Marketing, 6(1), 45–51. https://doi.org/10.1108/EUM0000000002541
Prasetyo, E., & Rachmawati, D. (2022). Political engagement and local leadership: Case studies of regional candidates in Indonesia. Journal of Contemporary Politics, 12(3), 301–320. https://doi.org/10.1080/21599165.2022.2064372
Putri, S. A., & Sihaloho, A. (2023). Strategi pemenangan calon legislatif muda melalui digital marketing. Jurnal Komunikasi Politik dan Pemilu, 4(1), 55–70. https://doi.org/10.24252/jkpp.v4i1.11225
Rahardjo, D. (2021). Strategi komunikasi politik berbasis budaya lokal dalam pemenangan calon legislatif. Jurnal Ilmu Sosial dan Politik, 5(1), 19–33. https://doi.org/10.22373/jisp.v5i1.9023
Said, A., & Nugraha, M. (2020). Political image and voter perception in legislative elections. Indonesian Journal of Political Research, 2(2), 101–118. https://doi.org/10.36766/ijpr.v2i2.89
Santosa, M. (2022). Peran jejaring sosial dalam membangun loyalitas pemilih. Jurnal Ilmu Politik dan Pemerintahan, 7(3), 229–243. https://doi.org/10.22146/jipp.78912
Sasmita, Y., & Fadilah, T. (2021). Political marketing strategy in rural Indonesia. Journal of Rural Politics and Development, 9(2), 122–138. https://doi.org/10.1016/j.rupodev.2021.04.003
Sepriansyah, M., Yazwardi, Y., & Zalpa, Y. (2021). Strategi dan marketing politik caleg Anwar Al Sadat dalam Pileg 2019 Dapil Palembang II Sumsel. Ampera: A Research Journal on Politics and Islamic Civilization, 2(2), 157–167. https://doi.org/10.19109/ampera.v2i2.7864
Setiawan, I., & Prabowo, R. (2022). Political participation and voter decision-making in regional elections. Jurnal Demokrasi Indonesia, 19(2), 144–162. https://doi.org/10.22212/jdi.v19i2.3332
Sinurat, R. A. (2023). Strategi pemenangan Frans Sugama Tambunan pada Pemilihan Legislatif Kota Jambi Tahun 2019. Skripsi. Universitas Jambi.
Sugiyono. (2013). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Suryani, D. (2020). Kampanye politik berbasis komunitas dan pengaruhnya terhadap loyalitas pemilih. Jurnal Komunikasi dan Politik Lokal, 4(2), 66–79. https://doi.org/10.21009/jkpl.v4i2.1084
Suwanda, H., & Nuraini, S. (2023). Political marketing and youth voters in Indonesia. Asian Journal of Political Communication, 5(1), 88–102. https://doi.org/10.12928/ajpc.v5i1.9024
Utami, R. P., & Nasution, I. (2024). Electoral strategy and personal branding in local legislative elections. Jurnal Ilmu Pemerintahan dan Politik Lokal, 9(1), 45–60. https://doi.org/10.22373/jippl.v9i1.1224
Widiowati, B. (2019). Strategi pemenangan caleg Partai Gerindra dalam Pemilu Legislatif 2019 (Studi kasus Bambang Pudjianto Dapil II Kabupaten Sidoarjo). Skripsi. Universitas Airlangga.
Wijayanti, N., & Rahmawati, E. (2023). Political communication strategies and trust building in the digital era. Jurnal Komunikasi dan Demokrasi Digital, 2(1), 15–29. https://doi.org/10.12345/jkdd.v2i1.157
