STRATEGI PARTAI KEADILAN SEJAHTERA (PKS) DALAM PEMILU LEGISLATIF DI KABUPATEN SUMBAWA TAHUN 2024

Abstract

The Prosperous Justice Party (PKS) increased its representation in the Regional House of Representatives (DPRD) of Sumbawa Regency from four seats in the 2019 Legislative Election to six seats in the 2024 Legislative Election. This achievement indicates the important role of political strategy and political recruitment in improving the party's electoral performance. This study aims to analyze the political strategies and political recruitment process implemented by PKS to increase its legislative seats in the 2024 Legislative Election in Sumbawa Regency. This research employed a qualitative approach using a descriptive method. Data were collected through interviews, observations, and documentation and analyzed using the interactive model of Miles, Huberman, and Saldaña, consisting of data condensation, data display, and conclusion drawing. The findings reveal that PKS implemented integrated political strategies through Push Marketing, Pull Marketing, and Pass Marketing to strengthen political communication and public trust. Furthermore, the political recruitment process was conducted systematically through the stages of selection, nomination, and candidate election by considering candidates' capacity, loyalty, integrity, and electoral potential. The integration of political strategy and political recruitment contributed to strengthening PKS's competitiveness and increasing its representation in the Sumbawa Regency DPRD in the 2024 Legislative Election.