CITRA PARTAI ISLAM DALAM FRAGMENTASI POLITIK DI AJANG PEMILU 2019

Yusa Djuyandi, Mohammad Ikhsan Kurnia, Arief Hidayat

Abstract


Partai-partai Islam jelang Pemilu 2019 terbagi menjadi dua kubu besar yang terfragmentasi dalam dukung-mendukung petahana versus oposisi. Konflik diametral antara dua kubu tersebut semakin menguat terutama sejak Pilkada DKI Jakarta 2017. Hal ini menyebabkan citra (image) partai Islam yang kerapkali mengalami konflik sejak zaman Orde Lama semakin mendapatkan konfirmasi. Penelitian ini ingin mengelaborasi brand personality dari partai-partai Islam dalam situasi fragmentasi politik yang terjadi antara partai-partai pendukung pemerintah versus partai-partai oposisi dalam Pemilu 2019. Pendekatan yang digunakan adalah pendekatan behaviorisme yang mencoba memahami perilaku partai-partai Islam dari perspektif pemilih. Berdasarkan pada analisa psikografis konstituen partai-partai Islam yang berbasis pada komunitas muslim, diperoleh 8 tipologi yang berbeda namun memiliki irisan. Penelitian ini memandang bahwa citra partai-partai Islam ditentukan oleh perspektif pemilih dari 8 tipologi tersebut.


Kata kunci: partai Islam, brand image, fragmentasi politik, perilaku pemilih. 


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DOI: http://dx.doi.org/10.31604/jim.v6i2.2022.495-507

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