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Endang Sulastri
Faculty Of Animal Science Universitas Gadjah Mada
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Journal : Jurnal Riset Multidisiplin Edukasi

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ANALISIS STRATEGI KAMPANYE KEMENANGAN PRABOWO GIBRAN PADA PEMILU 2024 DI KOTA TANGERANG SELATAN Aryan Lesmana Putra; Endang Sulastri
Jurnal Riset Multidisiplin Edukasi Vol. 2 No. 10 (2025): Jurnal Riset Multidisiplin Edukasi (Edisi Oktober 2025)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v2i10.1072

Abstract

The 2024 Indonesian Presidential Election marked one of the most dynamic moments in the nation’s democratic history, showcasing a transformation in political communication strategies and candidate personal branding. The Prabowo Subianto–Gibran Rakabuming Raka pair won the election in a single round with 58.6% of the national vote, including a significant 46.83% in South Tangerang City. This study aims to analyze the campaign strategy behind Prabowo–Gibran’s victory in South Tangerang, focusing on political communication approaches, social media utilization, and the creation of the “Prabowo Gemoy” image. The research applies a descriptive qualitative method, using in-depth interviews, documentation, and data triangulation from key informants, including local campaign teams, academics, voters, and the regional election commission (KPU). The findings reveal three major factors contributing to the victory: massive social media engagement to broaden political outreach, the “Gemoy” image that strengthened Prabowo’s humanistic and populist persona, and the effective mobilization of coalition party machinery at the regional level. These elements successfully connected with young voters and enhanced electability in urban areas. This study concludes that the integration of digital, narrative, and structural strategies represents an effective model for modern political campaigns in Indonesia’s local political context.
Co-Authors Adawiyah, Sa'diyah El Adi Jufriansah Aditya Rakhmawan Adrian Yoga Permana Agus Suradika Ahmad Romadhoni Surya Putra Aisyah, Listia alfiah alfiah Anang Febri Prasetyo, Anang Febri Andriyansyah, Andriyansyah Anggono, Ignatius Wahyu Anggraini, Dewi Ratih Aryan Lesmana Putra Asep Setiawan Aunurrahman Aunurrahman Ayunia, Lita Rizky Bambang Sulanjari Budi Guntoro Bukangdonu, Feronika Darmawati, Vita Dwi Dewi, Maya Puspita Dinar Meidiana Eksa Rusdiyana, Eksa Elyvia Inayah Eri Yanti Eva Leskiana Devi F. Trisakti Haryadi F. Trisakti Haryadi Fachriansyah, Kalihputro Fadly Yashari Soumena Febyanasari, Wilani Frisda Anjelina Gunawan Gunawan Hairil Adzulyatno Hadini Hartono, Yadi Haryadi, Fransiskus Trisakti Hasan, Naufal Hasrianti Silondae Hermin Indah Wahyuni Husni Hasanudin I Gede Suparta Budisatria Iswan Januari Aquarta P Joko Winarno Jomima Martha Tatipikalawan Kurnia Tanjungsari Laosa, Rival Lilik Sumarni Lintang Ratri Handaru Putri Lisanti, Darmanina Luhur Wicaksono Michael Michael Miftahul Ulum Mikael Heri Setiyo Wibowo Muhammad Isa Asyrofuddin Mujtahidah Anggriani Ummul Muzayyanah Murod, Ma’mu Mutiara, Herlina Nadhya Oktarilla Nasrudin (Nasrudin) Ni Putu Widhia Rahayu Novi Astuti Indra Paranita Nurhfidah, Nabilah Nurif, Muchammad Partini Endang Partini Partini Paulus Wiryono Paulus Wiryono Paulus Wiryono Paulus Wiryono Paulus Wiryono, Paulus Putera, Dwi Bagus Rendy Astid Putra, Dwi Bagus Rendy Astid Qurrotun A'yun, Annisa' Rachmawan Budiarto Rias Janathun Qolbi Ridha Hanifah Rina Astarika, Rina R’Maya Inkya Febrianti S Siswanto Sadimin Sadimin Sahlan Salsa Kurniasih Salsabila Khulukin Hasanah Sarjito, Agus SATISPI, EVI Satriya, Candra Yudha Setiadin, Setiadin Setiawan, Asep S Setiyowati, Ririn Siti Andarwati Sri Peni Wastutiningsih Subandi, Yunita Kristianti Subejo Sudi Nurtini Suharto Suharto Sujono Sunarru Samsi Hariadi Surya, Dian Ariyani Suryadi Suryadi TATAG HANDAKA Tatag Handaka TAUFIQUROKHMAN, TAUFIQUROKHMAN Tri Rahayu Kusumaningsih Tri Satya Mastuti Widi Trisakti Haryadi Trisakti Haryadi Usni Wahyudi Wahyudi Wartiningsih, Alia Wijayanti, Nila Wiyono wiyono Wulandari, Ana Yuniasti Retno Yohakim, Yoman Ribeta Ratu Yundari, Yundari Yuni Retnowati ZA, M. Aries