STRATEGI KAMPANYE PARTAI KEADILAN SEJAHTERA (PKS) PILEG 2014 DI KABUPATEN BOYOLALI

Abstract

PARTAI KEADILAN SEJAHTERA (PKS) CAMPAIGN STRATEGY IN 2014
LEGISLATIVE ELECTION IN BOYOLALI
Election is a phenomenon that always happens in a democracy. In the elections, the
political parties need a plan that is prepared in an effort to win the competition with the other
participants and gained the most votes in the election. An accurate planning is a key requirement
for the success of political parties in achieving the goals set.
The formulation problem in this research is: “How Strategy Campaign of Partai Keadilan
Sejahtera (PKS) Legislative Election 2014 in Boyolali?”Meanwhile, the purpose of this research
is to provide an overview of Partai Keadilan Sejahtera (PKS) legislative election strategy 2014 in
Boyolali.
The method of this research used qualitative, with the Chairman of DPD PKS Boyolali,
General Secretary DPD PKS Boyolali, Chairman of the PKS Success Team in Boyolali, DPD
PKS members in Boyolali, and DPRD PKS Council Staff in Boyolali as informants of this
research. While interviews and documentation used to collect the data, with the analysis of
qualitative data through the stages of data reduction, data display and conclusion.
The results of this research indicate that the strategy of PKS legislative election in the
2014 in Boyolali applying political strategy with political marketing approach of segmentation by
selecting a particular group of people that are most likely to be influences by PKS campaign
strategy program (mapping the voters); Targeting by targeting a particular group of constituents
who are expected to achieved their voice easily; Positioning which is the strategy to instill a
certain image to one or several groups of voters. In the campaign strategy, PKS has 2 campaigns
conducted in Boyolali by using Media and Direct Selling.
Based on the results of the election in 2014, PKS only achieved 36.042 votes or equal to 4
DPRD parliament chairs and in the 2009 election PKS also only get 4 DPRD parliament chairs in
Boyolali, it means the strategy that is adopted assessed stagnant. The political strategy of PKS in
Boyolali is classified into a failed campaign. However, PKS should still have repaired the
strategies to face the next election.
Keywords: Election, PKS, Strategy