BAGASKORO NUR ABU YOGAR (2025) PULL POLITICAL MARKETING STRATEGY THROUGH SOCIAL MEDIA 'X' (FORMERLY TWITTER): CAMPAIGN PLATFORM OF THE 2024 INDONESIAN PRESIDENTIAL ELECTION CANDIDATES. S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Abstract

This research is motivated by the use of social media X (formerly Twitter) as one of the political campaign strategies carried out by presidential candidates in the 2024 Presidential Election. This research also focuses on analyzing the Political Pull Marketing strategy through content (tweets) uploaded by Anies Baswedan (@aniesbaswedan), Prabowo Subianto (@prabowo), and Ganjar Pranowo (@ganjarpranowo) in mobilizing the society. The method used in this study uses a qualitative method with the Qualitative Data Analysis Software (Q-DAS) approach, where the data obtained from social media X is processed and analyzed through NVivo 12 Plus software. The results of the study show that Anies Baswedan is very dominant in the use of social media X compared to the other two candidates, Anies excels in the number of tweets, content variety and use of hashtags (#), as well as relatively positive sentiment. Meanwhile, the activity of Prabowo Subianto's X account tends to be lower with very limited content, as well as sentiment that tends to be negative. Then Ganjar Pranowo showed a significant number of tweets, even though the diversity of content and hashtags was not as strong as Anies Baswedan's.

Dosen Pembimbing: Dian Eka Rahmawati, Dr., S.IP., M.Si. | NIDN0527127401
Item Type: Thesis (S1)
Uncontrolled Keywords: Pull Political Marketing, Presidential Election, Campaign, Social Media (X)
Divisions: Fakultas Ilmu Sosial dan Politik > S1 Ilmu Pemerintahan
Depositing User: Aidilla Qurotianti
Date Deposited: 14 Feb 2025 01:37
Last Modified: 14 Feb 2025 01:37
URI: https://etd.umy.ac.id/id/eprint/49838

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