Laily Purnawati, Maslikhatur Rodiyah

Strategi Kampanye Partai Politik dalam Pemilihan Umum 2024: Sebuah Tinjauan Efektivitas di Partai PDI Perjuangan Kabupaten Tulungagung, Jawa Timur

Introduction

Strategi kampanye partai politik dalam pemilihan umum 2024: sebuah tinjauan efektivitas di partai pdi perjuangan kabupaten tulungagung, jawa timur. Temukan analisis efektivitas strategi kampanye PDI Perjuangan dalam Pemilu Legislatif 2024 di Kabupaten Tulungagung. Penelitian kualitatif ini mengungkap pendekatan holistik PDI Perjuangan yang sukses.

Abstract

Campaigns are conducted by all political parties with the aim of winning the sympathy of voters and ultimately their votes in the general election. Therefore, political parties must have their own strategies to win this political contest. This study analyzes the effectiveness of the Indonesian Democratic Party of Struggle (PDI Perjuangan) campaign strategy in the 2024 Legislative Elections, focusing on the three main elements of strategy according to Nasution: objectives, means, and methods. The researcher used a qualitative approach with descriptive data. Observation, interviews, and documentation were the methods used in data collection. The informants were PDI Perjuangan administrators from Tulungagung Regency. The results of this study indicate that the PDI Perjuangan campaign strategy in the 2024 Legislative Elections was effective and successful, utilizing a holistic and structured approach in accordance with the effectiveness measurement theory used: program understanding, on-target effectiveness, timely implementation, goal achievement, and tangible change. This success certainly demonstrates the importance of regular evaluation and strategy adjustments to maintain effectiveness in a dynamic political context. Kampanye dilakukan oleh semua partai politik dengan maksud untuk bisa menarik simpati para pemilih dan akhirnya mau memberikan suara pada pemilihan umum. Sehingga partai politik harus memiliki strategi tersendiri agar bisa memenangkan konsestasi politik ini. Penelitian ini menganalisis tentang efektivitas strategi kampanye Partai Demokrasi Indonesia Perjuangan (PDI Perjuangan) dalam Pemilu Legislatif 2024, dengan fokus pada tiga elemen utama strategi menurut Nasution yaitu tujuan, sarana, dan cara. Peneliti menggunakan pendekatan kualitatif dengan data dalam bentuk deskriptif. Metode observasi, wawancara, dan dokumentasi merupakan metode peneliti dalam melakukan pengumpulan data. Sebagai narasumber yaitu pengurus dari Partai PDI Perjuangan Kabupaten Tulungagung. Hasil dari penelitian ini menunjukkan bahwa strategi kampanye PDI Perjuangan dalam Pemilu Legislatif 2024 dapat dikatakan efektif dan berhasil dengan melakukan pendekatan yang holistik dan terstruktur sesuai dengan teori pengukuran efektivitas yang digunakan yaitu pemahaman program, tepat sasaran, tepat waktu, tercapainya tujuan, serta adanya perubahan yang nyata. Keberhasilan tersebut tentu membuktikan bahwa pentingnya evaluasi rutin dan penyesuaian strategi untuk menjaga efektivitas dalam konteks politik yang dinamis.

Review

This study delves into the campaign strategies employed by the Indonesian Democratic Party of Struggle (PDI Perjuangan) during the 2024 Legislative Elections, specifically focusing on its effectiveness in Tulungagung Regency, East Java. Utilizing Nasution's framework of objectives, means, and methods, the research adopts a qualitative descriptive approach, gathering data through observations, interviews, and documentation from PDI Perjuangan administrators. The abstract concludes that the party's campaign strategy was effective and successful, attributing this to a holistic and structured approach aligned with a five-part effectiveness measurement theory encompassing program understanding, on-target execution, timely implementation, goal achievement, and tangible change. The paper addresses a highly pertinent and timely subject: the electoral strategies of major political parties in the lead-up to the 2024 Indonesian general election. Its localized focus on PDI Perjuangan in Tulungagung offers valuable empirical insights into sub-national political dynamics, which are crucial for understanding the broader electoral landscape. The chosen qualitative methodology, incorporating multiple data collection techniques, is appropriate for an in-depth exploration of campaign implementation. Furthermore, the application of established theoretical frameworks for strategy and effectiveness measurement provides a structured analytical lens, enhancing the study's academic rigor and its potential contribution to the literature on political communication and electoral studies in Indonesia. While the findings suggest effectiveness, a key limitation that warrants deeper discussion is the reliance on PDI Perjuangan administrators as the sole informants. This approach risks potential self-reporting bias, as party insiders might naturally highlight successes and downplay challenges, thereby affecting the objectivity of the "effective and successful" claim. Future work or a more comprehensive analysis within the study could benefit from triangulating these internal perspectives with external data, such as voter sentiment surveys, media analysis, or even official election results to robustly validate the claimed effectiveness. Additionally, while the abstract lists criteria for effectiveness, elaborating on *how* each criterion was concretely measured and what specific "tangible changes" were observed beyond the party's internal assessment would significantly strengthen the study's empirical foundation and generalizability.

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