POLITICAL COMMUNICATION STRATEGIES OF THE GERINDRA PARTY IN LAMPUNG PROVINCE DURING THE 2019 LEGISLATIVE ELECTIONS

Abstract

This study investigates the political communication strategies employed by the Gerindra Party in Lampung Province during the 2019 legislative elections. It underscores the significance of effective messaging, multi-channel communication, and grassroots engagement in achieving electoral success. The research reveals that the narratives propagated by party chairman Prabowo Subianto significantly influenced voter perceptions. Additionally, the strategic use of diverse media channels enabled the party to reach various demographic groups, while local party branches played a pivotal role in direct voter engagement. This study contributes to the existing literature by providing insights into provincial-level political strategies in Indonesia and offers practical implications for political practitioners seeking to improve electoral performance. Future research could examine the long-term impacts of these strategies on voter loyalty and party stability.