Strategi Komunikasi Politik Calon Legislatif Muhammad Afri Rizki Lubis di Pemilihan Legislatif Kota Medan Tahun 2024

Abstract

This thesis analyzes the political communication strategy employed by Muhammad Afri Rizki Lubis, a member of the Medan City Regional House of Representatives (DPRD) for the 2019–2024 period from the Golkar Party, who is running again in the 2024 legislative election under the NasDem Party. The party switch necessitated a strategic political communication approach to secure his victory in the upcoming election. This study adopts a qualitative research method, utilizing primary data from interviews and secondary data from relevant literature. The research is based on political communication theory, which includes political branding, political marketing, media usage, the delivery of political messages, and the impact of communication—all of which contributed to Muhammad Afri Rizki Lubis's re-election as a DPRD member for the 2024–2029 period. The study concludes that the implementation of an effective political communication strategy—including appropriate political branding, marketing, media utilization, and message delivery—significantly influences voter perception and contributes to electoral success.