STRATEGI KOMUNIKASI POLITIK DALAM KAMPANYE PEMENANGAN PASANGAN HARDA KISWAYA DAN DANANG MAHARSA PADA PILKADA SLEMAN 2024

Muhammad Nabil Albani, NIM.: 22107030035 (2026) STRATEGI KOMUNIKASI POLITIK DALAM KAMPANYE PEMENANGAN PASANGAN HARDA KISWAYA DAN DANANG MAHARSA PADA PILKADA SLEMAN 2024. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to analyze the political communication strategies employed by Harda Kiswaya and Danang Maharsa to win the 2024 Sleman Regional Head Election. Utilizing a descriptive qualitative approach, this research examines Gun Gun Heryanto and Rumaru's five indicators of campaign strategy: positioning, branding, segmenting, media strategy, and non-media strategy. Data were gathered through in-depth interviews with the elected regent, the social media team (@harka.co), the volunteer coordinator, and validated by a political communication expert. The findings reveal that victory was achieved through an integrated communication strategy rather than solely relying on the "local native" narrative. Positioning rested on a long bureaucratic track record, with the local identity narrative executed via soft-selling by volunteers. Branding was built through an authentic down-to-earth persona and the "Hantam Kiswaya" youth discussion forum. Segmenting differentiated channels for formal audiences and young voters. The media strategy combined outdoor physical materials with interactive social media, while the non-media strategy leveraged interpersonal communication (gethok tular) and transformed the grand campaign into a public festival titled "All in For Two". Together, these integrated strategies effectively turned the slogan "Sleman Baru, Harapan Baru" into electoral success. Keywords: Political Communication, Campaign Strategy, 2024 Sleman Regional Election, Harda-Danang

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