Strategi Komunikasi Politik Partai Demokrasi Indonesia Perjuangan pada Pemilu Legislatif 2019 di Pekanbaru

Abstract

This study aims to describe the Political Communication Strategy of the PDI-P in the 2019 legislative election campaign. The method used in this research is qualitative. The data in the study were collected through observation and interviews. The results of the study indicate that political communication of the PDI-P was carried out in various channels, namely group, organizational, mass and social media communication channels. The communication messages conveyed were in the form of community programs based on directions from the central party management and in the form of an explanation that the PDI-P was not anti-Islam and the PKI. Target segmentation is carried out by the PDI-P to facilitate the implementation of the campaign strategy. The targets of PDI Perjuangan's political communications were divided based on age, religion and base area. Based on age, PDI-P uses a different approach to young and old voters. Based on religion, PDI-P approached religious figures and labeled itself close to Islam.