Strategi Komunikasi Politik Pasangan Amir Hamzah dan Hasanul Jihadi di Media Sosial dalam Memenangkan Pemilihan Kepala Daerah Kota Binjai Tahun 2024

Abstract

This study aims to analyze the political communication strategy, the use of social media, as well as the communication barriers and challenges faced by the candidate pair Amir Hamzah and Hasanul Jihadi in the 2024 Binjai regional election. The study based on Adman Nursal's Political marketing theory, which includes Push Marketing, Pull Marketing, and Pass Marketing, as well as the social construction of reality theory to examine social media utilization. This research employs qualitative descriptive method using a constructivist paradigm. Data were collected through in-depth interviews with five informants who met the criteria of being involved in the candidates' political communication practices on social media, as well as content observation on their social media platforms. The findings reveal that the Amir Hamzah-Hasanul Jihadi pair employed a political marketing strategy that integrates social media through Push, Pull, and Pass Marketing approaches. The Push Marketing strategy was implemented through face-to-face dialogues with the public, The Pull Marketing strategy involved the use of various media channel to disseminate their political narrative and campaign vision; and the Pass marketing strategy realized through collaboration with multiple community segments, including religious figures, youth leaders, and local organizations. Meanwhile, the social construction of reality was applied through the content shared on social media platforms.