Strategi Komunikasi Politik Pasangan Mahyaruddin Salim dan Muhammad Fadly pada Pilkada Kota Tanjungbalai Tahun 2024

Abstract

This study aims to find out about the political communication strategy implemented by the Mahyaruddin Salim and Muhammad Fadly pair in the 2024 Tanjungbalai City Regional Head Election. The approach used in this study is a qualitative approach, and the main focus of this study is to answer the formulation of the problem regarding the political communication strategy used by the Mahyaruddin Salim and Muhammad Fadly pair in the campaign process, which is based on Thomas L. Harris' theory, which includes three aspects: Push Political Marketing, Pass Political Marketing and Pull Political Marketing. Data were collected through interview, observation and documentation methods with informants who were candidate pairs and winning team leaders. This strategy was implemented in order to achieve maximum results. The results of this study reveal that the Mahyaruddin Salim and Muhammad Fadly pair succeeded in combining effective political communication strategies. They utilized a personal, digital and community-based approach to reach voters. The campaign used social media, direct meetings and the involvement of community leaders and local organizations. One of the main challenges faced was misinformation and black campaigns, they overcame it by implementing transparent communication and disseminating information from various channels. The conclusion of this study is that the success of the political communication strategy in the 2024 Tanjungbalai City Pilkada shows the use of various communication techniques that are in accordance with the characteristics of voters which can be a reference for political communication studies and campaign strategies in the future.

Keywords: Political Communication;  Campaign Strategy;  Regional Election; Tanjungbalai City;