Ave Anak Anugrah, . (2026) PERBANDINGAN STRATEGI PEMENANGAN TOMMY KURNIAWAN PADA PEMILU LEGISLATIF 2019 DAN 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The involvement of public figures (celebrities) in Indonesia’s legislative elections has continued to increase in recent elections, particularly in the 2019 and 2024 legislative elections. Tommy Kurniawan is one such legislative candidate with a background as a public figure who successfully secured a seat in the Indonesian House of Representatives (DPR RI) in both of these elections, tripling his vote count in the second election. This study aims to examine a comparison of Tommy Kurniawan’s winning strategies in the 2019 and 2024 Legislative Elections, as well as the social, political, and technological changes during the election periods that ultimately influenced his campaign strategies, using Lees & Marshment’s (2020) campaign strategy theory, Chilcote’s (2018) theory of comparative politics, and Lees & Marshment’s (2009) concept of political branding to support the analysis. The method used in this study is qualitative, employing a comparative case study approach, in which the data were collected through in-depth interviews and a review of prior documents. The results of this study indicate a transition in campaign activities aimed at securing Tommy Kurniawan’s victory: his campaign for the 2019 Legislative Election was based on a product-oriented strategy a means of optimizing his social capital, namely his popularity and handsome appearance while his campaign for the 2024 Legislative Election is based on a market-oriented strategy tailored to his political experience and an increasingly robust network of structural supporters. Keywords : Winning strategy, legislative elections, political campaign
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil : 2210413034] [Pembimbing : Jerry Indrawan] [Penguji 1 : Deni Angela] [Penguji 2 : Lia Wulandari] |
| Uncontrolled Keywords: | Winning strategy, legislative elections, political campaign |
| Subjects: | H Social Sciences > H Social Sciences (General) J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | AVE ANAK ANUGRAH |
| Date Deposited: | 24 Aug 2026 03:31 |
| Last Modified: | 24 Aug 2026 03:31 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53445 |
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