POLITICAL COMMUNICATION STRATEGY OF PDI PERJUANGAN IN PASAR KLIWON SURAKARTA Political Communication Strategy Of PDI Perjuangan (Descriptive Qualitative Study The Bapilu In Winning The Vote In 2014 Legislative Elections In Pasar Kliwon Sub-District Of Su

POLITICAL COMMUNICATION STRATEGY OF PDI PERJUANGAN IN
PASAR KLIWON SURAKARTA

PUBLICATION

Written as a Partial Fulfillment of the Requirements
For the Bachelor Degree of Communication Science

By:
HANIAH FAHMI AL HABSYI
L100102007

COMMUNICATION SCIENCE DEPARTMENT
FACULTY OF COMMUNICATIONS AND INFORMATICS
UNIVERSITAS MUHAMMADIYAH SURAKARTA
2015

UNIVERSITAS MUHAMMADIYAH

SU

RAKARTA

FAKULTAS KOMTINIKASI DAN INFORMATIKA
PROGRAM STUDI ILMU KOMI]NIKASI
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Surat Persetuiuan Artikel Publikasi Ilmiah
Yang bertanda tangan dibawah ini pembimbing skripsi/tugas akhir:
Nama

:

Nur Latifah Umi Satiti, MA

NIPA{IK

:

ll82

Nama

: Palupi,

NIPA{IK

:1169

MA

Telah membaca mencermati naskah artikel publikasi ilmiah, yang merupakan ringkasan

skripsi (tugas akhir) dari mahasiswa:

Al Habsyi

Nama

: Haniah Fahmi

MM

:L100102007

Program Studi

:

Judul Skripsi

:POLITICAL COMMT}NICATION STRATEGY OF PDI
PERJUANGAN(Descriptive Qualitative Study the Bapilu [n
Winning the Yote In 2014 Legislative Elections in Pasar

Ilmu Komunikasi

Kliwon Sub-District of Surakarta City
Naskah artikel tersebut, layak dan dapat disetujui untuk dipublikasikan. Demikian
persetujuan yang dibuat? semoga dapat dipergunakan sepenuhnya.

Surakarta,

tt82

2Maret20l5

POLITICAL COMMUNICATION STRATEGY OF PDI PERJUANGAN IN
PASAR KLIWON SURAKARTA

Haniah Fahmi Al Habsyi
(l100102007@gmail.com)
Communication Science Study Program
Communications and Informatics Faculty
Universitas Muhammadiyah Surakarta

ABSTRACT

PDI Perjuangan is one of the major politics parties in Indonesia. In facing the
2014 legislative election, it should prepare a good political communication strategy

to achieve the vote’s acquisition, including in Surakarta city. Pasar Kliwon is an area
which is famous as the majority ethnic Arab Muslims in Surakarta. In that district
which is part of the electoral district 5, the party that is not adhered to the principles
of Islam gets increased votes in 2014 legislative election compared with 2009
legislative election. The purpose of the study is to know the political communication
strategies used by the PDI Perjuangan, in the winning vote of this region. The
research subject is the cadre of PDI Perjuangan, which consists of the Chairman of
Bapilu also two elected legislators in the sub-district of Pasar Kliwon and the data
collection method is used interviews and documentation. The analysis technique used
is descriptive qualitative analysis. The results obtained indicate that there are several
of political communication strategies used, such as: a dialogic campaign, opinion
leaders, delivering rumored program, reminding the success of the program, and
building image.
Key words : Political Communication Strategy, Legislative Election, PDI Perjuangan.

2014, given the tighter competition

A. Introduction
Good political communication

between political parties.

strategies are prepared to win the vote

Pasar Kliwon is one area that is

in any elections, both Legislative and

located in the eastern part of the city of

Presidential Elections. Election is one

Surakarta. This area is a district that is

of the activities in the system of

combined

Pancasila

elect

Serengan in one electoral district, the

candidates who will serve the people's

electoral district 5. Pasar Kliwon is an

representatives

area that is famous with

democracy

in

the

to

legislative

with

the

sub-district

Arab-

branches. As a democratic country, this

Indonesian

year Indonesia held Democratic Party

residents

in

Moslems in majority. Therefore, it is

the

form

Legislative

Election

scheduled on April 9, 2014.

descent
of

residents.

The

Arab-Indonesia

are

important for PDI Perjuangan, which is

Indonesian Democratic Party of

not adhered to the principles of Islam,

Struggle (PDI Perjuangan) is one of

conducts

the political parties who passes the

strategies to pass its cadres in the

requirements of the Commission for

region. Based on the existing reality,

Election 2014. One of the cities that

according to the Election Commission

becomes the basis of this party is the

of Surakarta, number of community

city of Surakarta. In this city, the party

participation at Electoral District 5 of

has a lot of participants. Although it is

Legislative Election 2014 reached

considered to be its base, but it still

75.56 percent. The valid votes of Pasar

needs a good political communication

Kliwon amounted to 44,620 votes, and

strategy to achieve in order to win the

the acquisition of the PDI Perjuangan

number of votes in Legislative Election

in the region reached 21,145 votes.

1

political

communication

The acquisition increased by 6,377

Perjuangan to win votes of the

votes to Legislative Election 2009,

Legislative Election 2014 in district

amounting

Pasar Kliwon in Surakarta.

to

14,768

votes.

In

Legislative Election 2014, of the 10

B. Theoritical Foundation

seats available, PDI Perjuangan owned

1. Political

6 people, while the Partai Amanat

Strategy

Nasional

(PAN),

Golongan

Political communication strategy

Karya (Golkar), Partai Hati Nurani

is the art of communication that is

Rakyat (Hanura), Partai Demokrat

planned and carried out to deal with an

have

Political

incident in order to achieve political

communication strategies used by the

goals. According to Zein (in Sari,

PDI Perjuangan successfully obtains

2013),

high

even

strategy is how the communication

increases. With the acquisition of the

process occurs in the winning of a

votes, it is capable of carrying several

political fight by political parties, or

PDI Perjuangan members sitting on the

directly, by a legislative candidate or

member seat of the Surakarta City

local leader candidate, who want the

Council period 2014-2019, with 3

power and influence in the community

members in the legislature as a

constituents. The importance of having

representative of Pasar Kliwon. Based

a strategy of political communication

on

the

is due to many factors, one of which is

formulation of the problem in this

a factor of the area and the people in it.

one

person

votes

the

Partai

Communication

in

above

each.

the

region,

background,

political

communication

political

In this context, PDI Perjuangan

used by

faces Legislative Elections in 2014.

Election Campaign Board of PDI

For PDI Perjuangan, it is important to

research

is

how

communication strategies

2

political

Dialogical campaign implies that the

communication both in conveying the

voters are equivalent to those who

political communication to the public

invites the dialog. The point is that to

of Pasar Kliwon, which is famous with

the political candidates and political

its Arabian descendants with Muslim

parties that participate in the election,

majority. With the correct action

voters are human beings who have a

strategy, then this strategy will have a

soul, will and freedom to choose. In

positive

the process of dialogic campaign

develop

a

strategy

of

effect.

Political

communication strategy owns a central

execution,

role in winning and effective in

candidates try to direct public opinion

gaining votes if it can be accepted by

into their ideology.

the local residents. Election Campaign

party

or

legislative

a. Opinion Leader

Board must be able to adapt with the

Opinion leaders can influence

local community because basically the

society behavioral change and can be a

main objective of the political message

bridge between the parties and the

is to move society.

community.

PDI

Perjuangan

uses

opinion leaders. According to Roger

2. Dialogic Campaign
In the context of the election

and Shoemaker (in Ardial 2010: 199)

campaign, the actual dialogue partners

opinion leaders have influence on the

are people, not officials or political

spread of the innovation process; they

party cadres. Dialogic campaign means

can

that the party who campaigns is trying

innovation by members of the public

intimately involved in the social world

but they can also inhibit the spread of

of the voters, enters their inner

innovations into the community.

perspectives

and

experiences.

3

accelerate the

acceptance of

According

Muhtadi

(2008:

who has been a member of the party

195), the involvement of Muslim

will be easier to be emotionally

leaders in the political struggle in

influenced. This emotional approach

Indonesia actually is not something

will facilitate the approach to the

new. Their role in politics tends to be

family, relatives, friends and people

effective since a Muslim leader is a

they know. A person who is perceived

communicator who has the credibility

to have experience in a particular field

inherent in the existence of life. His

would be considered to have better

opinion can be something to consider

understanding or feeling about what

as the main base in the decision-

happened to the people around him.

making process not only in religious

C. Research Methods

matters but also in social, political and

The writer uses descriptive

cultural as well as the one that binds

qualitative research. This research can

the individual and collective interests.

be described as a problem-solving

In this study, the characters are

procedure that is being investigated

the public figures who came from Arab

that is trying to explain, illustrate and

descent or the ullemas/leader. They are

describe

followed not because of their position

communication of PDI Perjuangan in

or political office, but because of the

Legislative Election 2014 in Pasar

charisma, authority, submission, or

Kliwon. This kind of research is more

because

appropriate to examine issues that

of

its

knowledge

and

experience. (Ardial, 2010: 199)

strategies

of

political

require elaboration. The subjects are

Political experience becomes

PDI Perjuangan members involved,

special consideration in determining

which is the Chairman of Daily

the choice. The existence of figures

Executive of Election Campaign Board

4

and

the

two

members

elected

D. Analysis

legislature in the sub-district election

1. Dialogic Campaign

Pasar Kliwon. The study is conducted

The Election Campaign Board of

after execution and publication of the

PDI Perjuangan conducts a dialogic

results of the Presidential Election

approach

2014 that is in mid-August to October

communication with the public. This

2014. The research area takes place in

method applies to the entire PAC,

the office of the PDI Perjuangan

including Pasar Kliwon. In the process,

Surakarta and DPRD office Surakarta

there are different elements of society

City.

presented.

Data

collection

techniques

performed in this study using the
informer

interviews

and

The opinion leaders here is an
Arabians influential public figure and

Analysis of the data used in this
descriptive

ullemas such as Dollah Bebek as a

qualitative

bridge for both position. He who used

analysis techniques. At this stage, the

to be part of the organizational

writer collects all the data to be

structure of PDI Perjuangan, gives

analyzed, focusing on simplifying,

testimony

classifying, directing and organizing

particularly the Arab descent that this

the

the

party deserves to be supported. By

conclusions. As for the validity of the

holding public figures that comes from

data, the internal validity test is used to

Arab

test credibility. It is to test with

socialization and networking support

reference materials and conducting

in the form of dialogue is able to

data

is

establishing

2. Opinion Leader

documentation.

research

in

and

then

drawing

member check.

5

to

descent,

the

the

community,

process

of

deliver to other Arabians communities,

hear complaints from the public as the

which are family, relatives and friends.

attitude of the daily reflection. Listen
and

3. The Issued Program
PDI

has

directly

of

what

the

some

community needs. The cadres are

issues related to the public interest,

required to watch it first so that there is

such

health

no mistaken in understanding and

insurance, affordable education, “rice

feeling what the people feel. Thus, the

for poor” increased, etc. An issue

image would be better.

as

Perjuangan

see

warranty service,

related to the Pasar Kliwon community

6. The

is a guarantee of waiter.
4. Reminding

the

Support

and

the

Obstacle
One of the contributing factors

Successful

Program Evidence

of the strategy is a high trust factor

In presenting the issue of the

against the mayor, who is also the PDI

program, the winning team requires all

Perjuangan cadre. Meanwhile, the

cadres to remind the community about

obstacle factor is the weakness in

the successes the program that has

Election law in terms of the proof of

been

and

political money. The impact is that the

intensively. It has also become an

chance in doing political money is still

important strategy to do because it can

open.

carried

out

massively

be something that is influential in

7. Evaluation

determining the choice.

After the completion of the
battle

5. Building Image

between

candidates

in

In making an image for a cadre,

Legislative Election 2014, the team

it is done by conducting training. PDI

held a joint evaluation. From the

Perjuangan recommends to always

results of these evaluations, the results

6

could be considered good, satisfied and

There are many ways that can be

effective.

done

E. Disscusion

communication to the society, one of

to

convey

political

Humans as a social being cannot be

them is inviting some of people for a

separated from the communication.

dialog campaign. According Mulyana

With a good communication will make

(2013: 21-22) the dialog campaign

a good social relation as well. The

signaled the ability to understand

change of environment and human

language with the meaning of such

mindset

of

desires, aspirations, hopes, dreams,

communication, one of them is the

fears, concerns of perceived dialogue

field of politics in a political party.

partners.

The

make

some

fields

communication

of

PDI

According

to

Roger

and

Perjuangan intends to influence the

Shoemaker (in Ardial 2010: 199)

public to believe that the party is

opinion leaders have an influence to

capable of delivering views, ideas, or

spread the process of innovation; they

aspirations of the society to the

can accelerate the

government. The best goals will be

innovation by the public but they can

useless when the campaigning strategy

also inhibit the spread of innovations

is not planed. Therefore, the PDI

to the public. The example is from

Perjuangan,

political

Abdullah Aljufri. Abdullah is the elder

communication strategy to create a

of Arab descent in Pasar Kliwon. He

positive mind of Constituency in Pasar

can be considered as opinion leader

Kliwon and influence them to support

because he makes a bridge between

the

PDI Perjuangan and the community of

PDI

requires

Perjuangan

a

on

2014

Legislative Election.

7

acceptance of

Arab descent, so that they trust the

been done is a strategy that based on

party.

evidence and not based on experience

There are some other figures of

or habit.

Arab descent and Muslim figures or

In the conduct of any strategy, it is

leaders also become opinion leaders in

recognized that the good image it will

Pasar Kliwon. Abdullah and others

be increasingly easier for people to

figure

trust the cadres of PDI Perjuangan.

gave

testimony

to

the

community, specially for the Arab

Image according to Oliver (2008:

descent that this party deserves to be

50) is a mental picture of ideas which

supported.

is generated by the imagination or

After that, in general, the program

personality presented to the public by a

which is issued by the PDI Perjuangan

person, organization, etc.

is a program of people needs. The

PDI Perjuangan recommends all

program is the main message in

cadres to always hear the society

dialogue activities in each meeting for

complaints

all

who

attitude. Listening and seeing what the

candidates of legislative election 2014.

community needs. The cadres are

All these issues which is closest to the

required to see the problem to avoid

interests of the people of Arab descent

misunderstanding and feel what their

is associated with a service secure

feeling. Thus, the image will be better.

cadres,

especially

those

from

as

an

everyday

guarantee and for make people believe,

In implementing the strategy, is

in presenting the issues program,

always found factors that constrain or

determine the message or policies is

support. The inhibiting factors, that is a

important. The direction of message

weakness in the legislation elections in

with reminding people of what has

terms of political money. While the

8

supporting factors of the strategy is a

branch in the city of Surakarta. In

high trust factor toward the mayor who

facing Legislative Election 2014, a

is the PDI Perjuangan cadres.

strategy is needed in order to gain

Further supporting factor is the

votes.

Jokowi as the president’s candidate.

Based on the results of the

This is known as Jokowi’s Effect.
After

finish

completion

that several strategies of political

between candidates in 2014 legislative

communication conducted by Election

election, the team held a together

Campaign Board of PDI Perjuangan in

evaluation. From the results of these

the district of Pasar Kliwon in order to

evaluations, the results have been

gain votes in the Legislative Election

good,

2014 are:

satisfied

the

research found, it can be concluded

and

considered

effective. In this case, the numbers of

1. Dialogical campaign which means

votes in the Pasar Kliwon have

that the campaign is carried out

exceeded the target, so that it can be

through direct dialogue with the

stated

PDI

society. The goal of this strategy is

Perjuangan can be continued by cadres

to persuade and influence the

as a political communication strategy.

voters

that

the

strategy

of

2. Using and inviting opinion leaders

F. Conclusion
PDI Perjuangan is not a new

of community groups and scholars

party in the political world in this

of Arabian who once had been

country.

gaining

active as a part of the party

support, it carries out a strategy in

structure are effective to be a

order to maintain its existence. One

bridge between the two sides. The

proof is the existence of the party

presence of people coming from

In

pursuing

of

9

Arabian descents in supporting the

recommends its cadre to listen to

party directly has good effects to

the needs of the society.

the Pasar Kliwon people especially

6. In running the strategies, finding

who are from Arabian descents in

supporting and inhibiting factors is

opening their minds so that they

common thing. Trust given to

are willing to participate in giving

party’s works is very important as

their vote to the party.

people consideration in giving their

3. The contents of the message are
also

important

to

mayor and his vice. On the other

influence the society. By putting

hand, the inhibiting factor is the

the priority on the programs issued,

unclear rules of money politics so

the

we can still find the money politics

party

materials

vote, in this case is the trust to the

can

attract

people

effectively to give their votes in the

practices

2014 legislative election.

weakness.

4. In

presenting

this

and

it

becomes

the

program,

7. After the implementation of the

Election Campaign Board calls on

strategies, the next process is

all its cadres to recall massively

evaluation. In this phase, the

and

everything

process done by the party is

associated to programs that have

evaluated whether it gets positive

been successfully carried out by the

results or faces unexpected results.

PDI-P cadres.

In this phase, the satisfaction is

intensively

5. In establishing a good image of a

expressed by Bapilu. It can be said

cadre, the strategy is through

that the strategies conducted by

teaching and training for cadres.

Bapilu of PDI Perjuangan of

PDI

Surakarta

Perjuangan

always

10

are

very

successful

because the results have exceeded

conduct a research and sharing

the target planned in Pasar Kliwon

the information in the field of

by placing three cadres in that

political

region.

strategy as the core of the
research.

G. Regard
1. Mrs. Nur Latifah Umi Satiti,M.

BIBLIOGRAPHY

A, as the 1st supervisor, thanks
for

helping

and

Ardial.

research.

Muhtadi,
Asep
Saeful.
2008.
Komunikasi Politik Indonesia.
Bandung : Remaja Rosda
Karya.

2. Mrs Palupi,M.A, as the 2nd
thanks

for

the
Sari, Ervi Yumika. 2013. Strategi
Komunikasi
Politik
PDI
Perjuangan Pada Pemilihan
Legislatif
Tanjungpinang
Tahun 2009. Skripsi Pada
Program
Sarjana
Ilmu
Pemerintahan (S1) Jurusan
Ilmu Pemerintahan Fakultas
Ilmu Sosial dan Ilmu Politik di
Universitas Maritim Raja Ali
Haji. Tanjungpinang

suggestions and for spending
time

to

guide

the

researcher.
3. PDI Perjuangan of Surakarta,
especially

for

the

Politik.

KPU Kota Surakarta. 2009. Peta
Politik Surakarta Kontemporer.
Surakarta
:
KPU
Kota
Surakarta.

the process of completing the

supervisor,

2010. Komunikasi
Jakarta : PT Indeks.

giving

suggestions to the researcher in

the

communication

Bapilu,

thanks for giving opportunity to

11