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All Journal Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi
Mutiara Permana
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Languange, Linguistic, Communication & Media Social Sciences

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Analisis Iklan Politik Pasangan Budi Agis pada Pemilu Walikota dan wakil Walikota Kota Serang Tahun 2024 Muhammad Satibi; Arfian Suryasuciramdhan; Agnestesia Maria Damanik; Tri Utami; Mutiara Permana
Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi Vol. 1 No. 3 (2025): Agustus : Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi
Publisher : Asosiasi Peneliti dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/dialogika.v1i3.483

Abstract

Political advertising is one of the efforts to "market" themselves and political messages from candidates for power. As a candidate, Budi Rustandi (Budi) carries out propaganda by advertising with the aim of gaining power in Serang City in collaboration with Nur Agis Aulia (Agis). The purpose of the study in this article is to explain how the political advertisements of the Budi Agis pair that were broadcast in the mass media in Banten during the 2024 Serang Mayor and Deputy Mayor election succeeded in becoming a reliable strategy in achieving the goal of winning and being elected as Mayor and Deputy Mayor of Serang for the 2024-2029 period. This study uses a descriptive-qualitative method, focusing research on the mass media advertisements of the Budi Agis pair accompanied by analysis using the concept of political communication. The results show that the political advertisements distributed by Budi-Agis have succeeded in forming a positive image. With political advertisements, they raise public awareness of their existence in the world of politics. In addition, Budi Agis' political advertisement also aims to strengthen the loyalty of members and sympathizers of the Gerindra Party and the Prosperous Justice Party (PKS) towards them while inviting non-party communities to vote for them.
Co-Authors Agnestesia Maria Damanik Arfian Suryasuciramdhan Muhammad Satibi Tri Utami