Liosantra Oskar, . (2025) STRATEGI KAMPANYE POLITIK PRABOWO-GIBRAN DALAM MENINGKATKAN PEROLEHAN SUARA PADA PILPRES 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The 2024 Presidential Election marked a prominent shift in Indonesia’s political campaign landscape, particularly with the growing dominance of digital technology. This study aims to analyze the political campaign strategies of the presidential and vice-presidential candidates Prabowo Subianto and Gibran Rakabuming Raka in increasing their vote acquisition during the 2024 election. Employing a qualitative-descriptive approach, data were collected through in-depth interviews, literature review, document analysis, and social media observation. The theoretical framework of political campaign strategy by Kotler and Kotler (1999) was used, which categorizes strategies into three types: rational, emotional, and personal. The findings reveal that Prabowo-Gibran's campaign strategy incorporated all three approaches. The rational strategy was reflected in concrete programs such as the free lunch initiative and industrial downstreaming. The emotional strategy was evident in the “Gemoy” image, the use of sky blue as a campaign color, and viral campaign songs. The personal strategy was implemented by highlighting Gibran as a representative of the younger generation and emphasizing Prabowo’s closeness to the people. The use of technology, including artificial intelligence (AI) and social media platforms like TikTok and Instagram, served as key tools to engage young voters. The implementation of these strategies significantly contributed to the increase in votes gained by the Prabowo-Gibran pair in the 2024 presidential election.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110413192] [Pembimbing: Restu Rahmawati] [Penguji 1: Anwar Ilmar] [Penguji 2: Aniqotul Ummah] |
| Uncontrolled Keywords: | Political Campaign Strategy, Rational Strategy, Personal Strategy, Emotional Strategy, 2024 Presidential Election. |
| Subjects: | J Political Science > JA Political science (General) J Political Science > JC Political theory |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | LIOSANTRA OSKAR |
| Date Deposited: | 10 Sep 2025 09:05 |
| Last Modified: | 10 Sep 2025 09:05 |
| URI: | http://repository.upnvj.ac.id/id/eprint/39346 |
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