Kinaya Dwi Amoesta, . (2026) ANALISIS STRATEGI KAMPANYE POLITIK IMA MAHDIAH UNTUK MEMPERTAHANKAN KEMENANGANNYA PADA PEMILU LEGISLATIF 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study examines how Ima Mahdiah leveraged her incumbency status, political branding, and political communication to maintain electoral support amid increasing political competition. This phenomenon is particularly noteworthy because, although Ima Mahdiah received fewer votes than in the 2019 legislative election, she successfully retained her seat in the DPRD DKI Jakarta and remained the highest vote-getter from PDI Perjuangan in West Jakarta Electoral District 10. This study employs a qualitative research method with a descriptive approach. Data were collected through interviews and documentation. The analysis is based on the theories of political campaign strategy, incumbency advantage, and political branding. The findings indicate that Ima Mahdiah's success in maintaining her victory in the 2024 legislative election was supported by several key strategies, including the transformation of her political affiliation with Ahok, the strengthening of her campaign organization network, the effective use of institutional resources associated with incumbency, the implementation of two-way political communication through the Lapor Ima Mahdiah program, the promotion of performance transparency through digital media, and the development of a political image as a young politician who is responsive and critical toward public issues. At the same time, the study identifies several challenges associated with the decline in her vote share in the 2024 legislative election, including intensified intra-party competition, the prevalence of money politics, and the limited reach of political communication across all voter segments.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210413089] [Pembimbing: Jerry Indrawan] [Penguji 1: Luky Djuniardi Djani] [Penguji 2: Lia Wulandari] |
| Uncontrolled Keywords: | Ima Mahdiah, Political Campaign Strategy, Incumbency Advantage, Political Branding, 2024 Legislative Election. |
| Subjects: | J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | KINAYA DWI AMOESTA |
| Date Deposited: | 15 Aug 2026 04:34 |
| Last Modified: | 24 Aug 2026 03:28 |
| URI: | http://repository.upnvj.ac.id/id/eprint/52775 |
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