2019 Election Campaign Model in Indonesia Using Social Media

Abstract

The presence of social media platforms, especially Twitter, in Indonesia since the 2014 and 2019 elections have been used as a campaign media used by political parties to change conventional campaign strategies into virtual campaigns that are more informative, interactive, and participatory. This paper will analyze Twitter social media used by political parties, including @PDI_Perjuangan, @Gerindra, @DPP_PPP, @PKSejahtera during the campaign from January to April in the 2019 General Election, with analysis tools using Nvivo 12Plus. Using big data analysis from the Twitter of political parties, we found several things: first, the various news posted during the campaign with the amount and intensity of the news and becoming a trending topic will affect the number of followers owned by political parties, the more often political parties post news it will affect voter segmentation, the number of likes for the message content, the number of followers, and the number of retweets. Second, the popularity of public figures can also be a measure of the success of the campaign strategy made through the news on Twitter social media. Third, the 2019 election campaign produced an effective campaign model when compared to previous campaigns on social media.