Utilization Of Islamic Communication In Political Party Campaigns During The 2019 General Elections (Case Study: PKS)

Abstract

This research investigates the application of Islamic communication principles in the campaign strategy of the Prosperous Justice Party (PKS) in the 2019 elections. The background of this study lies in the significance of PKS as an Islamic political party in Indonesia and the importance of understanding how Islamic principles are reflected in their campaign strategy. The aim of this research is to analyze the Islamic values that serve as the foundation of PKS's campaign strategy, the methods and strategies employed in their campaign, and their impact on the 2019 elections. The research methodology includes media observation to analyze PKS's public campaign strategies, as well as in-depth interviews with the Public Relations Division and the Election Campaign Team of PKS DIY. Data were analyzed using a qualitative approach to understand how Islamic principles are reflected in PKS's campaign strategy and how these strategies are understood and implemented by the campaign team. The findings of this research indicate that PKS adheres firmly to the values of the Qur'an, Sunnah, and the Ijtihad of scholars in implementing their campaign strategy. PKS employs various campaign methods and strategies, including direct and digital campaigns, and has a solid volunteer base. PKS also champions four flagship programs that emphasize the protection of religious scholars and the welfare of society, while highlighting Islamic values and tolerance as their campaign's hallmark. Thus, this research provides a deeper understanding of how Islamic principles are reflected in PKS's campaign strategy in the 2019 elections and their relevance in the Indonesian political context.