STRATEGI KOMUNIKASI POLITIK DPP PARTAI GERINDRA DALAM REKRUTMEN POLITIK PADA PEMILIHAN UMUM 2024

WIBOWO, PRAYOGA DWI (2026) STRATEGI KOMUNIKASI POLITIK DPP PARTAI GERINDRA DALAM REKRUTMEN POLITIK PADA PEMILIHAN UMUM 2024. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The dynamic and competitive nature of Indonesian politics in national life requires effective political communication strategies for political parties to win elections by presenting solution-oriented leaders. This study aims to analyze the Gerindra Party's political communication strategy in the political recruitment process. This research employed a case study method with a qualitative descriptive approach and a constructivist paradigm. Data collection was conducted through interviews with Gerindra Party DPP officials, legislative members, and the Chairperson of the Gerindra Party's Election Winning Body (BAPULI). Data collection also involved observation and documentation studies. Data analysis utilized data reduction, data presentation, and conclusion drawing techniques. The results of this study indicate that the Gerindra Party DPP's political communication strategy is adaptive and integrative, effectively combining conventional and digital methods. Internally, the party is strengthening its organizational structure down to the grassroots level through cadre consolidation and formal forums such as the National Leadership Meeting (Rapimnas). Externally, Gerindra is transforming its branding to a more humane one through social media and technology. In terms of political recruitment, the Gerindra Party's central executive board (DPP) implements a semi-open system that prioritizes internal candidates through a career and merit system, while still allowing for external/independent figures with sufficient electability, track records, and political capital. This recruitment process is the result of a meaningful negotiation between the party's institutional interests and the realities of electoral politics in Indonesia. Keywords: Political Communication Strategy, Political Party, Politica Recruitm Perkembangan politik di Indonesia yang begitu dinamis dan kompetitif dalam kehidupan berbangsa dan bernegara membutuhkan strategi komunikasi politik partai politik yang efektif untuk memenangkan pemilihan umum dengan menghadirkan pemimpin yang solutif. Penelitian ini bertujuan menganalisis strategis komunikasi politik DPP Partai Gerindra dalam proses rekrutmen politik. Peneltiain ini menggunakan metode studi kasus dengan pendekatan deskriptif kualitatif dan paradigma konstruktivisme. Teknik pengumpulan data dilakukan melalui wawancara terhadap pengurus DPP Partai Gerindra, Anggota Legislatif dan Ketua Tim Badan Pemenangan Pemilu (BAPULI) Partai Gerindra. Selain itu, pengumpulan data juga dilakukan melalui observasi dan studi dokumentasi. Analisis data menggunakan teknik reduksi data, penyajian data dan penarikan kesimpulan. Hasil penelitian ini menunjukkan, strategi komunikasi politik DPP Partai Gerindra bahwa strategi komunikasi politik DPP Partai Gerindra bersifat adaptif dan integratif dengan menggabungkan metode konvensional dan digital secara efektif. Secara internal, partai memperkuat struktur organisasi hingga tingkat akar rumput melalui konsolidasi kader dan forum formal seperti Rapat Pimpinan Nasional (Rapimnas). Di ranah eksternal, Gerindra melakukan transformasi branding yang lebih humanis melalui media sosial dan teknologi. Dalam hal rekrutmen politik, DPP Partai Gerindra menerapkan pola semi-terbuka yang memprioritaskan kader internal melalui sistem karier dan sistem merit, namun tetap membuka ruang bagi tokoh eksternal/independen yang memiliki elektabilitas, rekam jejak, serta modal politik yang memadai. Proses rekrutmen ini merupakan hasil negosiasi makna antara kepentingan institusional partai dan realitas politik elektoral di Indonesia. Kata Kunci : Strategi Komunikasi Politik, Partai Politik, Rekrutmen Politik

Item Type:	Thesis (S2)
NIM/NIDN Creators:	55223110019
Uncontrolled Keywords:	Strategi Komunikasi Politik, Partai Politik, Rekrutmen Politik
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) > 302.232 Print Media/Media Tercetak 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 324 Political Process/Proses Politik > 324.2 Political Parties/Partai Politik, Parpol
Divisions:	Pascasarjana > Magister Ilmu Komunikasi
Depositing User:	khalimah
Date Deposited:	09 Apr 2026 04:41
Last Modified:	09 Apr 2026 04:41
URI:	http://repository.mercubuana.ac.id/id/eprint/101925

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