Pemilihan Legislatif Kabupaten Pesawaran 2024: Analisis Strategi Pemenangan Atut Widiarti Oleh DPD Partai Keadilan Sejahtera

Abstract

The dynamics of local politics in Indonesia often present an interesting phenomenon in the form of a candidate's
success in maintaining their seat during several election periods, this phenomenon is relevant to be studied more
deeply. This study aims to analyze the winning strategy of Atut Widiarti as a legislative candidate for the Partai
Keadilan Sejahtera in the 2024 Pesawaran Regency Regional People's Representative Council election. The focus
of the research is directed at the Partai Keadilan Sejahtera efforts through its organizational structure and cadre
network to formulate and implement political strategies to gain public support. The research method used in this
study is a descriptive qualitative approach with data collection techniques through observation, interviews, and
documentation. The results of the study indicate that the winning strategy was implemented through a
combination of political marketing theories from Adman Nursal which include indicators of push marketing, pull
marketing, and pass marketing theories. This study concludes that Atut Widiarti's success in winning a seat in
the Pesawaran Regency Regional Representative Council for the 2024-2029 period was influenced not only by the
strength of the candidate's figure, but also by the Partai Keadilan Sejahtera consistency in building political
communication that is adaptive to the needs of the local community. These findings are expected to contribute to
the study of political science, particularly in understanding the dynamics of winning strategies at the regional
election level.

Keywords: Winning Strategy, Legislature, Prosperous Justice Party