Efek Coattail Prabowo-Gibran dan Strategi Kampanye Adaptif: Studi Kasus Kemenangan Antonius-Komando di Pilkada Kabupaten Karo

Daud Steven Lingga

doi:10.55681/seikat.v5i4.2920

Authors

Daud Steven Lingga Universitas Sumatera Utara

DOI:

https://doi.org/10.55681/seikat.v5i4.2920

Keywords:

Coattails Effect, Campaign Activities, Regional Elections, Antonius Ginting-Komando Tarigan

Abstract

The “coattail effect” in simultaneous elections is an important issue in the study of electoral politics, yet its strategic use at the local level has been relatively under-researched. This study analyzes the campaign strategy of the Antonius Ginting-Komando Tarigan ticket in leveraging the Prabowo-Gibran “coattail effect ” during the 2024 Karo Regency Regional Election. Using a qualitative case study approach, data were collected through in-depth interviews with the campaign team and analysis of campaign documents. The results show that the campaign team implemented a multidimensional strategy that integrated national political influence with local strengths. The coattail effect was leveraged through the use of campaign materials with a national theme, aligning with the “02” ballot number, building a narrative of synergy with the central government, and mobilizing the figure of Bobby Nasution. This strategy was reinforced by the campaign’s organizational structure, local cultural networks, voter segmentation, and Antonius Ginting’s personal branding. These findings confirm that electoral success resulted from an adaptive strategy capable of converting national political momentum into organized local support.

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