Political Communication Strategy of Amir Hamzah and Hasanul Jihadi Pair on Social Media in Winning the 2024 Binjai City Regional Head Elections

Dana Alfi Anjani (Universitas Sumatera Utara)
Iskandar Zulkarnain (Universitas Sumatera Utara)
Dewi Kurniawati (Universitas Sumatera Utara)

Formosa Journal of Science and Technology (FJST)
Vol. 4 No. 6 (2025): June 2025

This study analyzes the political communication strategies of Amir Hamzah and Hasanul Jihadi during the 2024 Binjai mayoral election, focusing on their use of social media and the challenges faced. Using Adman Nursal’s political marketing theory—Push, Pull, and Pass Marketing—and the social construction of reality theory, the research adopts a descriptive qualitative method with data from interviews and social media content analysis. The findings reveal the effective use of all three marketing strategies and show how social media content was constructed to shape public perception and political discourse.