Alma Dheafany, . (2026) PERBANDINGAN STRATEGI KAMPANYE POLITIK CALON ANGGOTA LEGISLATIF MARDANI ALI SERA DAN ANIS BYARWATI PARTAI KEADILAN SEJAHTERA (PKS) DAPIL DKI JAKARTA 1 PEMILU 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze and compare the political campaign strategies employed by Mardani Ali Sera and Anis Byarwati from the Prosperous Justice Party (PKS) in the DKI Jakarta I electoral district during the 2024 Legislative Election. The study focuses on the winning strategies used by both candidates to maintain their seats in the Indonesian House of Representatives and the factors influencing their effectiveness. This research adopts a qualitative approach with a descriptive-analytical method. Data were collected through in-depth interviews with elected legislative candidates, campaign teams, party structures, and academics. The analysis was conducted using the political strategy theory of Brian Conley and Jennifer Lees-Marshment, the concept of political campaign strategy, and relevant previous studies. The findings reveal that although both candidates come from the same political party, they applied different campaign strategies based on personal characteristics, voter segmentation, social bases and voters. Mardani Ali Sera emphasized personal branding and intensive use of social media, while Anis Byarwati focused on strengthening loyal voter bases through emotional engagement and sustained social activities. The study concludes that the success of political campaign strategies is influenced not only by party strength but also by candidates’ ability to understand the political market and build effective communication. Keyword: Political Campaign Strategy, Mardani Ali Sera, Anis Byarwati, PKS, Pemilu 2024.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110413191] [Pembimbing: Abdul Ghofur] [Penguji 1: Ardli Johan] [Penguji 2: Fatkhuri] |
| Uncontrolled Keywords: | Political Campaign Strategy, Mardani Ali Sera, Anis Byarwati, PKS, Pemilu 2024 |
| Subjects: | J Political Science > J General legislative and executive papers J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | ALMA DHEAFANY |
| Date Deposited: | 27 Mar 2026 03:17 |
| Last Modified: | 27 Mar 2026 03:17 |
| URI: | http://repository.upnvj.ac.id/id/eprint/42878 |
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