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Da'wah Communication and Inclusive Campaign Strategies in the 2024 Semarang Mayoral Election

Ilmu Dakwah: Academic Journal for Homiletic Studies · Vol. 20 No. 01 (2026) · hlm. 105–134

DOI
10.15575/idajhs.v20i01.55805
ISSN
2548-8708
Terbit
2026-06-25
Penerbit
Faculty of Da'wah and Communication, UIN Sunan Gunung Djati, Bandung
Bahasa
eng
Lisensi
creativecommons.org/licenses/by-sa/4.0

Abstrak

Semarang is sociologically populated by a Muslim majority, but geopolitically, historically, it is known as a strong base for the nationalist group (PDIP). This unique contradiction demands that political actors formulate adaptive campaign strategies for the 2024 Semarang mayoral election. This study aims to analyze the winning strategies implemented by candidates to capture Muslim voters without negating the nationalist cultural identity of Semarang residents. This study aims to analyze the campaign methods and strategies that significantly influenced the victory in the 2024 local election in Semarang City. This research employs a qualitative approach with Semarang City as the research locus. Data were collected through interviews, observation, and documentation. The collected data were analyzed using the interactive analysis model proposed by Miles and Huberman, which consists of data reduction, data display, and conclusion drawing. The findings indicate that the victory of Agustina-Iswar was influenced by several key factors, including the strength of political party machinery, the candidate’s personal figure and political charisma, support from volunteers and the community, direct engagement activities with the public such as market visits, group exercise activities, and visits to micro, small, and medium enterprises, outreach and relationship-building with Islamic religious leaders (kiai and ulama) in Semarang City, as well as pro-people policy programs, such as the provision of operational assistance amounting to IDR 25 million per neighborhood unit (RT) per year.

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  • Jenderal Soedirman University
  • Universitas Pembangunan Nasional Veteran Yogyakarta
  • Universitas Amikom Yogyakarta
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Rekan penulisOrganisasiArtikel bersama
Erisandi ArditamaAfiliasi tidak diketahui5
Eko Teguh ParipurnoUniversitas Pembangunan Nasional Veteran Yogyakarta3
Nur PrihatiningsihAfiliasi tidak diketahui3
Yuyun FitrianaAfiliasi tidak diketahui3
I Gede SwibawaAfiliasi tidak diketahui3
Radix SuharjoAfiliasi tidak diketahui3
Ari AsnaniJenderal Soedirman University2
Hartiwi DiastutiJenderal Soedirman University2
Yozi Aulia RahmanAfiliasi tidak diketahui2
Ahmad Syahrul FauziAfiliasi tidak diketahui2
M Fikri AmrullahAfiliasi tidak diketahui2
Arvangga Oktadian KrisbiyantoroAfiliasi tidak diketahui2
Moh Aris MunandarAfiliasi tidak diketahui2
Aprila NiravitaAfiliasi tidak diketahui2
Tri Marhaeni Pudji AstutiAfiliasi tidak diketahui2
Eta Yuni LestariAfiliasi tidak diketahui2
Pradipta KurniasantiAfiliasi tidak diketahui2
Martien Herna SusantiAfiliasi tidak diketahui2
Sunarto SunartoAfiliasi tidak diketahui2
Eko HandoyoAfiliasi tidak diketahui2
Ahmad RofiqAfiliasi tidak diketahui2
Rerenstradika Tizar TerryanaAfiliasi tidak diketahui2
Kristianto NugrohoAfiliasi tidak diketahui2
HEE JONG KOHAfiliasi tidak diketahui2
Dwinita Wikan UtamiAfiliasi tidak diketahui2
Araz MeilinAfiliasi tidak diketahui2
Yulia PujiastutiAfiliasi tidak diketahui2
Jauharlina JauharlinaAfiliasi tidak diketahui2
Tri AtmowidiAfiliasi tidak diketahui2
RIKA RAFFIUDINAfiliasi tidak diketahui2
Windra PriawandiputraAfiliasi tidak diketahui2
Mahardika Gama PradanaAfiliasi tidak diketahui2
Jasmi JasmiAfiliasi tidak diketahui2
Heru Adi DjatmikoAfiliasi tidak diketahui2
Devi Wening AstariUniversitas Amikom Yogyakarta1

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Sumber metadata: OAI-PMH (metadata jurnal) https://journal.uinsgd.ac.id/index.php/idajhs/oai, pertama di-harvest 7 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en-US">Da'wah Communication and Inclusive Campaign Strategies in the 2024 Semarang Mayoral Election</dc:title>
	<dc:creator>Ulfah, Novia Maria</dc:creator>
	<dc:creator>Hapsin, Abu</dc:creator>
	<dc:creator>Lestari, Puji</dc:creator>
	<dc:creator>Parmudi, Moch</dc:creator>
	<dc:creator>Abdulrahman, Wahid</dc:creator>
	<dc:subject xml:lang="en-US">Da'wah communication; inclusive campaign strategy; Semarang mayoral election. </dc:subject>
	<dc:description xml:lang="en-US">Semarang is sociologically populated by a Muslim majority, but geopolitically, historically, it is known as a strong base for the nationalist group (PDIP). This unique contradiction demands that political actors formulate adaptive campaign strategies for the 2024 Semarang mayoral election. This study aims to analyze the winning strategies implemented by candidates to capture Muslim voters without negating the nationalist cultural identity of Semarang residents. This study aims to analyze the campaign methods and strategies that significantly influenced the victory in the 2024 local election in Semarang City. This research employs a qualitative approach with Semarang City as the research locus. Data were collected through interviews, observation, and documentation. The collected data were analyzed using the interactive analysis model proposed by Miles and Huberman, which consists of data reduction, data display, and conclusion drawing. The findings indicate that the victory of Agustina-Iswar was influenced by several key factors, including the strength of political party machinery, the candidate’s personal figure and political charisma, support from volunteers and the community, direct engagement activities with the public such as market visits, group exercise activities, and visits to micro, small, and medium enterprises, outreach and relationship-building with Islamic religious leaders (kiai and ulama) in Semarang City, as well as pro-people policy programs, such as the provision of operational assistance amounting to IDR 25 million per neighborhood unit (RT) per year.</dc:description>
	<dc:publisher xml:lang="en-US">Faculty of Da'wah and Communication, UIN Sunan Gunung Djati, Bandung</dc:publisher>
	<dc:date>2026-06-25</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.uinsgd.ac.id/index.php/idajhs/article/view/55805</dc:identifier>
	<dc:identifier>10.15575/idajhs.v20i01.55805</dc:identifier>
	<dc:source xml:lang="en-US">Ilmu Dakwah: Academic Journal for Homiletic Studies; Vol. 20 No. 01 (2026): Ilmu Dakwah: Academic Journal for Homiletic Studies; 105-134</dc:source>
	<dc:source xml:lang="id-ID">Ilmu Dakwah: Academic Journal for Homiletic Studies; Vol 20 No 01 (2026): Ilmu Dakwah: Academic Journal for Homiletic Studies; 105-134</dc:source>
	<dc:source>2548-8708</dc:source>
	<dc:source>10.15575/idajhs.v20i01</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.uinsgd.ac.id/index.php/idajhs/article/view/55805/16623</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2026 Novia Maria Ulfah, Abu Hapsin, Puji Lestari, Moch Parmudi, Wahid Abdulrahman</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>