Fadjria Larashati, . (2026) Strategi Kampanye Digital dan Mobilisasi Elektoral Pramono Anung dalam Pilkada DKI Jakarta Tahun 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Regional head elections are a manifestation of democracy in Indonesia. The campaign period is an integral part of these elections, as it is during this time that candidates showcase themselves using effective strategies to win the public’s vote. In today’s digital age, gubernatorial candidates can no longer rely solely on traditional campaigning; instead, the use of digital technology and social media has become one of the key strategies in political campaigns. One such example is Jakarta’s governor-elect, Pramono Anung, who utilized digital media throughout his campaign to capture the attention of Instagram users in particular with his elegant visual content. The objective of this study is to identify the digital campaign strategies employed by Pramono Anung that successfully attracted voters and led to his victory in the 2024 Jakarta Regional Election. The research method used was descriptive qualitative. Research data were obtained through observation, interviews, and documents related to the research topic. Interviews were conducted with eight individuals involved during the campaign period. The research findings show that increased exposure during the campaign period, achieved through visual and narrative content strategies, made the candidate appear less rigid and more natural. The strategy for building engagement was based on creating resonance, as this aligned with Jakarta’s heterogeneous population. Equally important were the candidate’s influence and the actions taken, which helped Pramono gain wider recognition. The conclusion of this study is that the digital campaign strategy was successful, as evidenced by Pramono Anung’s victory in the 2024 Jakarta gubernatorial election.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110413139] [Pembimbing: Lia Wulandari] [Penguji 1: Anwar Ilmar] [Penguji 2: Abdul Gofur] |
| Uncontrolled Keywords: | content, digital campaign, gubernatorial election, social media, strategy. |
| Subjects: | H Social Sciences > H Social Sciences (General) 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: | FADJRIA LARASHATI |
| Date Deposited: | 29 Jul 2026 08:32 |
| Last Modified: | 29 Jul 2026 08:32 |
| URI: | http://repository.upnvj.ac.id/id/eprint/51608 |
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