Strategi Kampanye Humas Tim Sukses Joko Widodo-Basuki Tjahaja Purnama (Ahok) sebagai Calon Gubernur dan Wakil Gubernur DKI Jakarta Periode 2012-2017

Sulton Mu’minah

doi:10.37481/jmoi.v4i2.231

Authors

Sulton Mu’minah Universitas Dr. Prof. Moestopo (Beragama)

DOI:

https://doi.org/10.37481/jmoi.v4i2.231

Keywords:

Political Communication, Campaign Strategy, Public Relations, Political Marketing, Jakarta Election

Abstract

The research explores how public relations principles, strategic messaging, and tactical outreach were designed and implemented to shape candidate image, mobilize support, and respond to rapid shifts in the political environment. This study examines the communication campaign strategy of the Joko Widodo–Basuki Tjahaja Purnama (Ahok) success team during the 2012–2017 Jakarta gubernatorial election, a period marked by heightened political competition and evolving urban voter dynamics. Using a qualitative case study design, the research employs purposive and snowball sampling to recruit strategic directors, field coordinators, volunteers, journalists, and voters as key informants. Primary data were collected through in-depth interviews and non-participant observation, while secondary data were drawn from campaign archives and materials. Data were analyzed thematically through coding and pattern matching to identify recurring strategic processes and communication approaches. Credibility and reliability were ensured through source, technique, and time triangulation, supported by repeated verification. The findings offer an in-depth understanding of how the campaign’s public relations functions, political marketing elements, and grassroots engagement tactics interacted to form a coherent and adaptive strategy in the context of Jakarta’s dynamic urban electorate.

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