Analisis Strategi Pemasaran Politik Kampanye Kukuh Haryanto Sebagai Calon Legislatif DPRD Kabupaten Wonogiri Dalam Kontestasi Pemilihan Umum Tahun 2024
The 2024 general election stands out as one of the most dynamic elections compared to previous ones. This election was marked not only by the drama surrounding presidential and vice-presidential candidates but also by political maneuvers and the creative campaign strategies of legislative candidates...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Tribhuwana Tunggadewi
2024-12-01
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| Series: | Jurnal Ilmu Sosial dan Ilmu Politik |
| Subjects: | |
| Online Access: | https://publikasi.unitri.ac.id/index.php/fisip/article/view/3152 |
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| Summary: | The 2024 general election stands out as one of the most dynamic elections compared to previous ones. This election was marked not only by the drama surrounding presidential and vice-presidential candidates but also by political maneuvers and the creative campaign strategies of legislative candidates from various political parties. Kukuh Haryanto, a street artist known as a street musician or "pengamen," managed to compete with other legislative candidates and secured the highest number of votes within his party in the 1st electoral district of Wonogiri Regency. This achievement was quite surprising given that his campaign was primarily conducted through social media with limited resources. This study aims to analyze in-depth the political marketing strategy employed by Kukuh Haryanto. The research adopts a qualitative method, with primary data collected through direct interviews with informants and secondary data sourced from the internet, mass media, journal articles, and previous studies relevant to the topic. Data analysis was carried out using the Internet of Things approach and Adman Nursal’s political marketing theory in a descriptive manner. The results reveal that Kukuh Haryanto has had a longstanding interest in politics. In the 2024 election, he ran as a legislative candidate using a campaign strategy centered on singing his own songs, which successfully captured public attention. However, he failed to win a legislative seat due to the intense competition and the party's insufficient vote share.
Pemilihan umum tahun 2024 menjadi salah satu pemilu yang paling dinamis dibandingkan dengan pemilu-pemilu sebelumnya. Pemilu ini tidak hanya diwarnai oleh drama pencalonan presiden dan wakil presiden, tetapi juga oleh manuver elite politik dan kreativitas strategi pemasaran politik dari para calon legislatif di berbagai partai politik. Kukuh Haryanto, seorang seniman jalanan yang dikenal sebagai musisi jalanan atau pengamen, mampu bersaing dengan calon legislatif lainnya dan meraih suara terbanyak di partainya pada daerah pemilihan 1 Kabupaten Wonogiri. Pencapaian ini cukup mengejutkan mengingat kampanye yang dilakukannya sebagian besar berbasis media sosial dengan sumber daya yang terbatas. Penelitian ini bertujuan untuk menganalisis secara mendalam strategi pemasaran politik yang digunakan oleh Kukuh Haryanto. Penelitian ini menggunakan metode kualitatif, dengan data primer berupa wawancara langsung dengan narasumber, serta data sekunder yang diperoleh melalui internet, media massa, artikel jurnal, dan studi terdahulu yang relevan. Analisis data dilakukan menggunakan pendekatan Internet of Things dan teori political marketing dari Adman Nursal secara deskriptif. Hasil penelitian menunjukkan bahwa Kukuh Haryanto telah memiliki minat dan pengamatan terhadap dunia politik sejak lama. Dalam pemilu 2024, ia maju sebagai calon legislatif dengan strategi kampanye melalui nyanyian lagu-lagu ciptaannya sendiri yang mampu menarik perhatian masyarakat. Namun, ia tidak berhasil meraih kursi legislatif karena tingginya kompetisi serta perolehan suara partai yang kurang optimal. |
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| ISSN: | 2442-6962 |