DUDAYEF, FAISAL (2025) MANAJEMEN KAMPANYE POLITIK TIM KEMENANGAN PRABOWO - GIBRAN UNTUK MERAIH PEMILIH MUDA (STUDI TKN FANTA DAN TKD PRABOWO - GIBRAN PROVINSI BANTEN). Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to analyze the political campaign management of the Prabowo–Gibran victory team, specifically the National Campaign Team (TKN Fanta) and the Regional Campaign Team (TKD) in Banten Province, in their efforts to gain support from young voters in the 2024 Presidential Election. Young voters, who make up the majority of the 2024 electoral demographic, are positioned as a strategic campaign target. This research uses a qualitative approach with a case study method and data analysis techniques by Miles and Huberman, which include data collection, data reduction, data display, and conclusion drawing. The findings indicate that the campaign strategy was carried out by building awareness and likability toward the candidate pair through identity-based messaging aligned with digital culture and pop culture. Campaign communication practices were implemented systematically through social media activation, youth community involvement, and the use of emotionally resonant and viral campaign symbols. Supporting factors of the campaign’s success include Gibran's persona as a representation of the younger generation, adaptive digital communication strategies, and strong grassroots support from youth volunteers. However, several inhibiting factors were also identified, such as political apathy among youth, challenges in narrative distribution in non-digital areas, and lack of coordination among campaign actors. These findings highlight the importance of campaign management that is relevant to the characteristics of young voters in building participatory and sustainable political engagement.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis manajemen kampanye politik Tim Kemenangan Prabowo–Gibran, khususnya Tim Kampanye Nasional (TKN) Fanta dan Tim Kampanye Daerah (TKD) di Provinsi Banten, dalam upayanya meraih suara pemilih muda pada Pemilu 2024. Pemilih muda yang menjadi mayoritas dalam struktur demografi pemilu 2024 diposisikan sebagai target strategis kampanye. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus dan teknik analisis data Miles dan Huberman yang meliputi pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi kampanye dilakukan dengan menciptakan keterkenalan dan kesukaan terhadap pasangan calon melalui pendekatan identitas kampanye yang akrab dengan budaya digital dan pop culture. Praktik komunikasi kampanye dilaksanakan secara sistematis melalui aktivasi media sosial, keterlibatan komunitas muda, serta penggunaan simbol kampanye yang emosional dan viral. Faktor pendukung keberhasilan kampanye meliputi sosok Gibran sebagai representasi generasi muda, strategi komunikasi digital yang adaptif, serta dukungan relawan muda yang masif. Namun demikian, terdapat faktor penghambat seperti apatisme politik di kalangan muda, tantangan distribusi narasi di wilayah non-digital, serta ketidaksinkronan antar aktor kampanye. Temuan ini menunjukkan pentingnya manajemen kampanye yang relevan dengan karakteristik pemilih muda dalam membangun keterlibatan politik yang partisipatif dan berkelanjutan. | |||||||||
| Uncontrolled Keywords: | Political Campaign, Young Voters, Communication Strategy Kampanye Politik, Pemilih Muda, Strategi Komunikasi | |||||||||
| Subjects: | H Social Sciences > HM Sociology J Political Science > JC Political theory J Political Science > JF Political institutions (General) Communication > Communication (General) |
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| Divisions: | 08-Pascasarjana 08-Pascasarjana > 70101-Magister Ilmu Komunikasi |
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| Depositing User: | Mr Faisal Dudayef | |||||||||
| Date Deposited: | 11 Jul 2025 09:37 | |||||||||
| Last Modified: | 11 Jul 2025 09:37 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/50887 |
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