ANALISIS KEGAGALAN INSTAGRAM @PKSKABBOGOR PARTAI PKS DALAM MENINGKATKAN PEROLEHAN KURSI DPRD KABUPATEN BOGOR PADA PEMILU LEGISLATIF 2024

Chairunnisa Dewinta Dewi, . (2025) ANALISIS KEGAGALAN INSTAGRAM @PKSKABBOGOR PARTAI PKS DALAM MENINGKATKAN PEROLEHAN KURSI DPRD KABUPATEN BOGOR PADA PEMILU LEGISLATIF 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study analyzes the use of Instagram social media by the Prosperous Justice Party (PKS) of Bogor Regency in political campaigns in the 2024 Election. Although recorded as the party with the highest level of activity in using Instagram compared to other parties in the same region, PKS experienced a decrease in the number of DPRD seats from 9 seats in the 2019 Election to 7 seats in the 2024 Election. This study aims to identify and explain the causes of the suboptimal digital political campaign strategy through Instagram social media @pkskabbogor by PKS and seluting in a decrease in seats in the Regency/City DPRD. The method uses id qulitative with a case study approach, data collection techniques are carried out through in-depth interviews, observations, and literature studies. The results of the study show that the ineffectiveness of the campaign through Instagram is cause by several internal factors, suach as lack of content creativity, minimal two-way interaction with followers, limited competent human resources in the field of digital media, and a visual communication style that tends to be monotonous. In addition, external factors such as the digital divide in rural areas of Bogor Regency are also major obstacles in reaching voters widely, especially those who do not have internet access or are not yet familiar with digital platforms. The study concludes that the success of a digital political campaign is not only determined by the quantity of activity on social media, but also by the quality of interaction, and the ability to reach voter segments taht are not yet digitally connected. And the decline in seats experienced by PKS Bogor Regency in this study was caused by strong competititveness between political parties, which caused PKS Bogor Regency to lose 2 seats in their favorite electoral district. Keywords: Political Campaign, Political Marketing Strategy, Instagram Social Media, 2024 Election.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2010413104] [Pembimbing: Abdul Ghofur] [Penguji 1: Deni Angela] [Penguji 2: Aniqotul Ummah]
Uncontrolled Keywords: Political Campaign, Political Marketing Strategy, Instagram Social Media, 2024 Election.
Subjects: J Political Science > JA Political science (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1)
Depositing User: CHAIRUNNISA DEWINTA DEWI
Date Deposited: 03 Sep 2025 07:07
Last Modified: 03 Sep 2025 07:07
URI: http://repository.upnvj.ac.id/id/eprint/39923

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