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All Journal Jurnal Hukum, Politik dan Ilmu Sosial (JHPIS) Jurnal ISO: Jurnal Ilmu Sosial, Politik dan Humaniora
Cendana Anabel
Universitas Pembangunan Nasional "Veteran" Jakarta
Humanities Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Strategi Marketing Politik Andra Soni–Dimyati dalam Menghadapi Dominasi Figur Populer: Studi terhadap Pemilihan Gubernur Banten 2024 Calista Mutiara Uma; Cendana Anabel; Nabilah Nameera Ruzdy; Jihan Hasnah Hamidah; Muhammad Prakoso Aji
Jurnal ISO: Jurnal Ilmu Sosial, Politik dan Humaniora Vol. 5 No. 2 (2025): December
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/iso.v6i1.3071

Abstract

Kontestasi Pilkada Banten 2024 menunjukkan dinamika politik menarik ketika pasangan Andra Soni–Dimyati berhasil mengungguli dominasi figur populer Airin Rachmi Diany yang memiliki popularitas dan pengalaman politik tinggi. Penelitian ini bertujuan menganalisis strategi komunikasi dan marketing politik yang digunakan Andra–Dimyati dalam membangun elektabilitas di tengah persaingan dengan kandidat yang lebih dikenal publik. Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode studi literatur terhadap sumber akademik, pemberitaan media, dan dokumen resmi. Analisis difokuskan pada lima dimensi strategi kampanye berdasarkan Political Marketing Theory Jennifer Lees-Marshment: riset pasar politik untuk membaca kebutuhan pemilih, perumusan isu lokal menjadi agenda kampanye, penentuan positioning sebagai figur bersih dan bebas dinasti politik, penguatan branding berbasis integritas dan kedekatan sosial, serta pembentukan relasi jangka panjang melalui jaringan relawan dan tokoh lokal. Hasil penelitian menunjukkan bahwa integrasi strategi tersebut berhasil mengalihkan fokus pemilih dari popularitas kandidat menuju kredibilitas program, konsistensi pesan, dan empati sosial. Pendekatan ini menegaskan pentingnya strategi berbasis riset, isu lokal, dan komunikasi dua arah dalam membangun kepercayaan publik. Secara keseluruhan, kemenangan Andra–Dimyati merepresentasikan keberhasilan penerapan strategi komunikasi politik yang terencana, inklusif, dan berorientasi pada aspirasi masyarakat, sekaligus memperkuat relevansi Political Marketing Theory dalam memahami dinamika kampanye politik kontemporer di Indonesia.
Keterwakilan Politik Perempuan Pasca Pemilu: Analisis Representasi Substantif Perempuan dalam Kepemimpinan Khofifah Indar Parawansa di Jawa Timur Cendana Anabel; Nabilah Nameera Ruzdy; Naura Rania Bari; Lia Wulandari
JURNAL HUKUM, POLITIK DAN ILMU SOSIAL Vol. 5 No. 2 (2026): Juni: JURNAL HUKUM, POLITIK DAN ILMU SOSIAL
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jhpis.v5i2.6285

Abstract

Women's political representation in Indonesia has continued to increase. However, women's success in attaining political office does not necessarily lead to the substantive representation of women's interests. This study aims to analyze how Khofifah Indar Parawansa's political representation as a female leader is translated into substantive representation through policies and public statements during her tenure as Governor of East Java. This research employs a qualitative method with a library research approach and content analysis of relevant academic literature, official documents, and news articles. The analysis is based on Hanna Pitkin's theory of political representation, particularly the concepts of descriptive and substantive representation. The findings indicate that Khofifah's position as a female governor reflects descriptive representation, while her policies on women's and children's protection, women's economic empowerment, and her consistent advocacy of gender equality demonstrate a tendency toward substantive representation. These findings suggest that the quality of women's political representation is determined not only by electoral success but also by the ability to translate political mandates into policies that advance women's interests.
Co-Authors Calista Mutiara Uma Jihan Hasnah Hamidah Lia Wulandari Muhammad Prakoso Aji Nabilah Nameera Ruzdy Naura Rania Bari