PRAMONO-RANO'S POLITICAL MARKETING IN THE 2024 REGIONAL HEAD ELECTION FOR THE SPECIAL REGION OF JAKARTA PROVINCE

Abstract

This study aims to analyze and describe the political marketing used by the Pramono-Rano candidate pair in the 2024 Jakarta Provincial Election. This study uses a qualitative approach with an exploratory research design. Data collection techniques in this study include interviews, observation, documentation, and audio-visual. The analysis techniques used are data reduction, data presentation, and drawing conclusions or verification. This study shows that Pramono-Rano's victory in the 2024 Jakarta Provincial Election was not solely determined by the strength of the political coalition, but rather by accurately reading the needs and characteristics of Jakarta voters. This pair was able to develop a campaign approach relevant to the diverse social conditions of urban communities. The campaign was not conducted in an elitist manner, but rather built through close, open, and easy-to-understand communication. This made Pramono-Rano's political message widely accepted by various levels of society. In addition, digital media was used to reach young voters and strengthen the candidate's visibility, while third-party support, such as influencers, helped build public trust. On the other hand, direct interactions such as impromptu visits and regional visits strengthened the emotional closeness between candidates and voters. This combination of strategies made the campaign feel more lively and less distant.