Political Communication Strategy for The Electoral Victory of Legislative Candidates from The National Awakening Party (Pkb) in Electoral District 6 in the 2024 General Election in Bandung Regency

Abstract

This study focuses on analyzing the political communication strategies, inhibiting factors, and mitigation efforts undertaken by legislative members of the National Awakening Party (PKB) to achieve victory in Electoral District (Dapil) 6 of Bandung Regency during the 2024 General Election. A descriptive qualitative approach was employed in this research. Data collection techniques included in-depth interviews with political actors, campaign success teams, and local constituents, supported by field observations and relevant documentary studies. The findings indicate that the applied political communication strategies align with Anwar Arifin's (2011) theory, which encompasses maintaining leadership figures and solidifying institutional structures through synergy between individual reputations and party machinery, fostering togetherness through cultural and religious approaches, and building consensus through aspirational dialogues and verbal commitments. The primary obstacle encountered was the physical and age constraints of the candidates due to high campaign mobility. To overcome these challenges, candidates optimized consolidation across four key instrumental pillars PKB party structures, grassroots government apparatus, youth organizations, and religious leaders/clerics (kyai). This study concludes that a structured and integrated communication strategy effectively enhanced popularity, strengthened candidate image, and delivered electoral victory.