Strategi Kampanye Politik Melalui Media Tiktok (Studi Kasus Akun Tiktok Musa Rajekshah)

Abstract

This research aims to examine and analyze political campaign strategies using TikTok media (case study of Musa Rajekshah's TikTok account). In the 2024 General Election taking place in Indonesia, political contestants are competing to carry out campaigns to attract many votes from the public. This research refers to a case study on a legislative candidate, namely Musa Rajekshah. In his efforts to win support, especially from young voters, he uses TikTok as one of his main campaign tools. Via the official TikTok account with the username @MusaRajekshah. The research method used is a descriptive method with a qualitative approach. The data in the research was obtained through interviews. Researchers will later conduct interviews with research informants, namely Musa Rajeksha, the campaign team, the Tiktok social media admin team, Musa Rujakshah. Data analysis was carried out using qualitative data analysis techniques. The research results show that the choice to use Tiktok social media to build a strong political communication network is a natural thing in an effort to gain support. A political communication network is a systematic pattern that regulates relationships between individuals and groups in the exchange of political information. The formation of a political communication network using social media is a practical reason to foster participation that encourages contributions and feedback, openness without distance between news sources and audiences which can strengthen discussions. This research also explains effective strategies for creating content on Tiktok social media carried out by the Musa Rajekshah Team.