Strategi Kampanye Digital PDI-P pada Pemilihan Kepala Daerah Gubernur 2024: Studi Propaganda Politik

Politics and technological advancement have given rise to a new landscapeand perspective in electoral campaign strategies, particularly in Indonesia.This study aims to analyze the digital campaign strategy of the IndonesianDemocratic Party of Struggle (PDI-P) in the 2024 East Java GubernatorialElection, with a specific focus on cyber troops as a political propagandainstrument to influence public opinion. This research adopts a descriptivequalitative approach using a case study method, supported by in-depthinterviews with key informants from within the party and cyber troopspractitioners. The main subjects include the “Persepsi” cyber team and theElection Winning Body (Bappilu) of PDI-P East Java. The findings revealthat cyber troops play a crucial role in orchestrating political narratives,amplifying them through social media platforms such as Instagram, TikTok,and others. The construction of political imagery for PDI-P’s candidates islargely supported by cyber troops alongside efforts to delegitimize politicalopponents. Strategies used include the use of anonymous accounts, algorithmmanipulation, political framing, and the production of viral-oriented contentdesigned to align with digital trends. This phenomenon reflects theconvergence of political marketing and digital politics within a structuredpolitical ecosystem. However, it also poses challenges to democraticdiscourse through the creation of echo chambers and filter bubbles. The studyconcludes that contemporary political propaganda demands robustregulation and adequate digital political literacy.