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All Journal Journal of Social And Economics Research journal of social and economic research Jurnal ISO: Jurnal Ilmu Sosial, Politik dan Humaniora
Abdul Ghofur
Universitas Pembangunan Nasional "Veteran" Jakarta
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences Other

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PKS dan Kampanye Politik Model Dakwah: Studi Kasus Ayi Kusmiati Caleg DPRD Cimahi Pada Pileg 2024 Najla Dara Ayunda; Chifra Zeila Pramesyanti; Muhamad Kahar Mudzakar Ramzy Sarman; Bagus Dwi Andhika; Muhammad Kevin Claudio; Abdul Ghofur
Jurnal ISO: Jurnal Ilmu Sosial, Politik dan Humaniora Vol. 5 No. 1 (2025): June
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/iso.v5i1.2648

Abstract

Penelitian ini bertujuan untuk mengkaji bentuk kampanye politik model dakwah yang diterapkan oleh Ayi Kusmiati sebagai calon legislatif dari Partai Keadilan Sejahtera (PKS) pada Pemilu Legislatif 2024 di Kota Cimahi. Fokus kajian mencakup strategi dakwah yang digunakan dalam kampanye serta efektivitasnya dalam menarik simpati pemilih, sekaligus mengidentifikasi tantangan dan peluang dari pendekatan kampanye dakwah di tingkat daerah. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus, dengan teknik pengumpulan data melalui wawancara daring dan dokumentasi sekunder dari media sosial dan publikasi resmi PKS. Hasil penelitian menunjukkan bahwa strategi kampanye Ayi Kusmiati berakar pada pendekatan dakwah kultural dan sosial, seperti pengajian, silaturahmi, kegiatan bersama ibu-ibu, dan aksi sosial masyarakat. Strategi ini efektif membangun kedekatan emosional antara kandidat dan pemilih, khususnya di kalangan perempuan muslim. Pendekatan yang bersifat personal ini membuat pesan politik lebih mudah diterima dan dipercaya. Namun, kampanye dakwah juga menghadapi tantangan seperti risiko eksklusivitas identitas politik dan keterbatasan jangkauan ke pemilih non-muslim. Keberhasilan PKS dalam memperoleh 9 kursi DPRD Cimahi menunjukkan bahwa strategi ini memiliki daya tarik yang kuat, tetapi perlu narasi yang lebih inklusif agar relevan dengan pluralitas masyarakat. Kampanye dakwah terbukti mampu menggabungkan nilai religius dan komunikasi politik yang membumi, selama tetap adaptif terhadap dinamika sosial-politik lokal
ARTIST IMAGE AS A POLITICAL TOOL IN THE PAN ELECTORAL STRATEGY FOR THE 2024 ELECTIONS: A CASE STUDY OF UYA KUYA Vallerian Antaresa; Ahmad Zaidan Zidna Fann; Alexza Courientdya Nugroho Putrie; Chayara Alima; David Jonathan; Gabriella Priscilla Napitupulu; Khanza Azzahwa; Muhammad Putra Tyanto; Abdul Ghofur
Journal of Social and Economics Research Vol 8 No 1 (2026): JSER, June 2026
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v8i1.1486

Abstract

This study aims to analyze how Uya Kuya’s personal branding strategy was integrated into the National Mandate Party’s (PAN) political marketing strategy during the 2024 election campaign and to explain the impact of utilizing public figures on PAN’s vote share. This study employs Brian McNair’s (2011) Political Communication Theory and Cross, Katz, and Pruysers’ (2018) Political Personalization Theory. The methodology used is descriptive qualitative research with a postpositivist approach. Data were obtained through a documentary study of online news, official party documents, social media content, General Election Commission (KPU) data, and prior research. The results indicate that PAN integrated Uya Kuya’s popularity, digital follower base, and advocacy track record into its political marketing strategy through sonic branding, audiovisual campaigns, social media, and face-to-face campaigns. This strategy successfully converted the celebrity’s symbolic capital into significant electoral support, as evidenced by Uya Kuya’s 81,463 votes in the DKI Jakarta II electoral district and his contribution to the increase in PAN’s national vote share from 6.84 percent in the 2019 election to 7.23 percent in the 2024 election. This study concludes that the image of an artist functions as an effective political instrument in boosting a party’s electability through political personalization and integrated political communication.
ARTIST IMAGE AS A POLITICAL TOOL IN THE PAN ELECTORAL STRATEGY FOR THE 2024 ELECTIONS: A CASE STUDY OF UYA KUYA Vallerian Antaresa; Ahmad Zaidan Zidna Fann; Alexza Courientdya Nugroho Putrie; Chayara Alima; David Jonathan; Gabriella Priscilla Napitupulu; Khanza Azzahwa; Muhammad Putra Tyanto; Abdul Ghofur
Journal of Social and Economics Research Vol 8 No 1 (2026): JSER, June 2026
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v8i1.1486

Abstract

This study aims to analyze how Uya Kuya’s personal branding strategy was integrated into the National Mandate Party’s (PAN) political marketing strategy during the 2024 election campaign and to explain the impact of utilizing public figures on PAN’s vote share. This study employs Brian McNair’s (2011) Political Communication Theory and Cross, Katz, and Pruysers’ (2018) Political Personalization Theory. The methodology used is descriptive qualitative research with a postpositivist approach. Data were obtained through a documentary study of online news, official party documents, social media content, General Election Commission (KPU) data, and prior research. The results indicate that PAN integrated Uya Kuya’s popularity, digital follower base, and advocacy track record into its political marketing strategy through sonic branding, audiovisual campaigns, social media, and face-to-face campaigns. This strategy successfully converted the celebrity’s symbolic capital into significant electoral support, as evidenced by Uya Kuya’s 81,463 votes in the DKI Jakarta II electoral district and his contribution to the increase in PAN’s national vote share from 6.84 percent in the 2019 election to 7.23 percent in the 2024 election. This study concludes that the image of an artist functions as an effective political instrument in boosting a party’s electability through political personalization and integrated political communication.
Co-Authors Ahmad Zaidan Zidna Fann Alexza Courientdya Nugroho Putrie Bagus Dwi Andhika Chayara Alima Chifra Zeila Pramesyanti David Jonathan Gabriella Priscilla Napitupulu Khanza Azzahwa Muhamad Kahar Mudzakar Ramzy Sarman Muhammad Kevin Claudio Muhammad Putra Tyanto Najla Dara Ayunda Vallerian Antaresa