Political Communications Strategy of “Success Team” in Regional

Head Election: A Case Study of Bireuen, Aceh

Teuku Muzaffarsyah, Zulhilmi, Bobby Rahman and M. Rizwan

Universitas Malikussaleh, Lhokseumawe

Keywords: Political Communication, Success Team, Election, Bireuen Regency

Abstract: The dynamics of the implementation of regional head election (Pilkada) in Bireuen district had interesting

stages. The victory of the regent pair who held this position gave an interesting political process. The couple

was initially declared not qualified for the health test by the Independent Election Commission (KIP), but

various efforts were made by the success team The pair was able to follow the 2017 Aceh Pilkada Stage. This

study aims to understand the political communication strategy of the winning team. It was conducted in

Bireuen District with a qualitative approach and case study methods. Data collection is done by Interview and

documentation. The results of this study indicate that the political communication strategy of the winning

team was able to stimulate the community to support to the candidate's regent pair. The results yielded 1) the

emergence of support groups such as the Youth Poros Team, the Gampong Team and Tim Srikandi (women's

representatives) who consolidated each other in winning the Bireuen Regent pair. 2) Political communication

carried out using the “Door to Door mechanism” and dialogue by describing the vision and mission and

presenting the profile of prospective head district who make people sympathize and chose them in the election.

1 INTRODUCTION

A win of a regional head candidate is related to a

political communication conducted by the campaign

team of regional head candidate in the 2017 Regional

Election. In 2017, Aceh province held Pilkada

(regional election) of regency and province.

However, there were several regions that showed

interesting phenomenon in holding Pilkada. For

example, Pidie regency with Kopiah Merah (red hat)

phenomena, Aceh Besar regency with Pasangan

Putih (white partner), and Bireuen regency with a

partner did not pass a medical test. It illustriates that

political communication strategy conducted by

campaign team makes people understand. The role of

campaign team could make a candidate win. The

political communication strategy shows that the

campaign team’s work in making a candidate win

must be maximum.

The campaign team attempts to show an urgency

in making a candidate win in regional election by

seeking people’s support. Their work requires

strategy with initial plan so that they can map the win

of a candidate who is supported by partisans. The

regional election in Aceh showed various ways done

by campaign team to win their candidate. The

political communication strategy toward people is the

important role of campaign team so that they could

consolidate all team members in winning the

candidate and could gain sympathy from people

hence plan could meet expectation. The win of

regional head candidate is related to the role of

campaign team and their way to arrange the strategy

to make their candidate win.

Aceh province, in holding regional election,

provides an opportunity for candidates to compete

nicely and win honestly, fairly and not cheat. The

regional election in Bireuen regency was different

from other regions. It started from the registration of

the candidates of regent and deputy regent in

Independent Election Commission (KIP) of Bireuen

Regency. In medical test, one of the regent

candidates, H. Saifannur, S.Sos, was sentenced fail to

be a candidate of regent. This political phenomenon

became more interesting when the candidate later

underwent a medical test personally and was said

physically healthy.

On the record, the candidacy of H. Saifannur,

S.Sos and Dr. H. Muzakkar. A. Gani, SH., M.Si as the

candidate of regent and deputy regent was first failed

on October 24

, 2016 because the duo did not meet

the requirements. However, H. Saifannur, S.Sos set a

Muzaffarsyah, T., Zulhilmi, ., Rahman, B. and Rizwan, M.

Political Communications Strategy of “Success Team” in Regional Head Election: A Case Study of Bireuen, Aceh.

DOI: 10.5220/0009439101470153

In Proceedings of the 1st International Conference on Psychology (ICPsy 2019), pages 147-153

ISBN: 978-989-758-448-0

147

lawsuit to Election Monitoring Committee

(Panwaslih) to State Administrative Court (PTUN) in

Medan and to Supreme Court (Mahkamah Agung).

The Supreme Court approved the lawsuit by

H.Saifannur, S.Sos (Serambi Indonesia, 2016). This

candidates of Bireuen head regency did not willingly

accept the decision of KIP, they along with campaign

team made effort to suit, therefore they earned the

result by being appointed as the candidate of Bireuen

Regent for 2017-2022 period. The process of regional

election kept going after H. Saifannur, S.Sos and Dr.

H. Muzakkar. A. Gani, SH., M.Si was established as

one of the candidates.

H. Saifannur, S.Sos and Dr. H. Muzakkar. A.

Gani, SH., M.Si. were not taken into account by other

candidates. The map of the political power in Bireun

regional election described that there were two

candidates predicted to win the election namely H.M.

Yusuf Abdul Wahab (Tu Sop) with dr. Purnama Setia

Budi. Sp.Og and H. Ruslan M. Daud along with Drs.

H. Djamaluddin Idris with their political chant Harus

Djadi. However the regional election went on, the

candidate H. Saifannur, S.Sos and Dr. H. Muzakkar.

A. Gani, SH., M.Si. kept compete despite the long

process and underwent legal process. Moreover, the

campaign team worked uneasily, so that they needed

an outdoor and persuasive approach.

The regional election became more interesting

when the election in Bireuen regency was held in the

same time as other regencies in Aceh on February

, 2017. The result was unpredicted by all sides

that H. Saifannur, S.Sos and Dr. H. Muzakkar. A.

Gani, SH., M.Si. won the regional election in Bireuen

regency. As described in the table below:

Table 1: Recapitulation of the Regional Election of Bireuen

Regency 2017

Candidates Name

Total

Votes

Percentage

H. Ruslan M. Daud

and Drs. H.

Djamaluddin Idris

31.086

14.60 %

Dr. H. Amiruddin

Idris, Se., M.Si and

Drs. H. Ridwan

Khalid

9.269

4.35 %

H. M. Yusuf Abdul

Wahab

And Dr. Purnama

Setia Budi, Sp.Og

60.971

28.65 %

H. Khalili, SH

and Yusri, S.Sos.,

M.Si., M.S

29.934

14.6 %

H. Husaini M.

Amin, SE

and Azwar, S.Pd

6.936.

3.26 %

H. Saifannur, S.Sos

and Dr. H.

Muzakkar. A. Gani,

SH., M.Si

74.650

35.07 %

The voters who vote

212.846

75.35%

Absent Voters

127.098

25.65 %

Fixed Voters List

339.944

100 %

Data Source: KIP Kabupaten Bireuen

Some people at first were not sure that the

candidate could win the Bireuen regional election

2017. Surprisingly, the candidate could gain people’s

support. It was very interesting because the candidate

was believed to be unable to win the contest. Surely,

the role of the campaign team of H. Saifannur, S.Sos

and Dr. H. Muzakkar. A. Gani, SH., M.Si. in

obtaining support from people with various strategies

was performed to win. In regional election, the role of

a campaign team is very important to promote the

candidate. The campaign team was the most

influential organ to win the candidate of H. Saifannur,

S.Sos and Dr. H. Muzakkar. A. Gani, SH., M.Si. as

the regent and the deputy regent in Bireuen regency

for 2017 – 2022 period. Basically, the candidate, H.

Saifannur, S.Sos and Dr. H. Muzakkar. A. Gani, SH.,

M.Si., had a way to stir the campaign team in

achieving the position as Bireuen regent.

ICPsy 2019 - International Conference on Psychology

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2 LITERATURE REVIEW

2.1 Political Strategy

The term “strategy” is often used to describe as a plan,

tactic and way to achieve something. Basically,

strategy is a planning and management to achieve a

purpose. However, to achieve the purpose, a strategy

does not only work as a map to show the direction,

but also shows how the operational tactic is (Onong

Uchjana Effendy, 2007, p. 32). J salusu (2006, 84)

says that etimologically strategy is from Greek

strategos or streteus as the plural of strategy.

Strategos itself has generalship or a thing performed

by a war general in making a plan to win a war.

Brecker (Heene, A. & Desmidt, S, 2010, p.83)

explains that Strategos could be defined as a plan or

an extermination of enemies by using effective way

relying on available resources. Rangkuti (2009, p.9)

describes that strategy is an instrument to achieve a

purpose. Its main goal is to make a company able to

objectively see internal and external conditions, so

that that company could anticipate external

environment.

A political strategy is a strategy used to realize

political ambitions such as an enactment of a new

regulation, an establishment of a new structure in

governmental administration or an implementation of

deregulation and privatization or decentralization

(Peter Scrooder, 2009, p. 6). A political strategy is

very important to know a communication strategy so

that it could be obviously advantageous for an

individual or a discounted one. A target image is in a

process of implementation, shortcomings of a

government and an executive, particularly in public

relations division, target image could establish a

foundation for public relation, and all public

relations’ actions are to spread this image and grow

the image in the mind of target groups. The expected

image is related to a theme, style, confronting way

and human recource offer.

2.2 Teamwork

A political process in a winning is determined by a

solid teamwork. However, it could be understood that

a teamwork shows a movement to achieve a goal by

using various strategies which are planned earlier.

Therefore, a coordination should exist and

consolidation makes the teamwork become solid. In a

regional election, a teamwork could be called as a

campaign team working to make a supported

candidate win in an election. Tracy (2006) describes

that a teamwork is an activity managed and

performed by a group of people in an organization. A

teamwork could improve a cooperation and

communication in or inter divisions of a company.

Usually, a teamwork consists of people from different

expertise hence it is used as power to achieve a goal

of a company (Rainer Adam, 2010, p.34)

A teamwork is a cooperative effort and

coordination run by some individuals who work in a

group which consists of general background that need

a division of talents and leadership to make a role

(Kenneth Stott and Allan Walker, 2011, p.27).

According to Dishon and O’Leary (1994, p.36), a

teamwork is a group of two to five students who are

tied together by a common purpose to complete a task

and to include every group members. In this context,

a major premise of a team is that every person in

teamwork must function as a cooperative and

productive player to achieve an expected result.

An activity of a political marketing should be

initiated with an activity of establishing a teamwork,

which is usually called a campaign team. A campaign

team is recruited from several potential individuals

corresponding to their tasks and functions. A

campaign team usually consists of First, An Advisor

who functions to give advice in term of strategies and

steps taken by a party or a candidate to achieve a goal,

like winning an election and embracing determinant

sides to vote. Second, An Expert team, a group of

experts appointed based on their expertise. Usually,

the expert team works to arrange a program which

will carry to a candidate, Third, A Research and

Development Team, a group of researchers working

to collect relevant information from a party, like

perception of people about a party, opinion of people

about candidate’s capability, political map of voters,

and conduct trainings for cadres in required fields to

improve the performance of a party (Hafied, Cangara,

2009, p. 225)

Fourt, The Funding Collector, one who knows

sources of fund they could utilize. Fifth, The

Campaign Team who plans and holds campaign to

show the candidate who has been appointed by

parties, this team has a good relationship with media

and coordinates all steps and communication

strategies to win a candidate or a party. Sixth, The

Mass-Gathering Team, people who work to gather

mass, either for collecting votes or for showing the

power of a party to people and voters. Seventh, The

Inter-Region Relation Team, this team consists of

people who are trusted to handle a relation among

central, regional, and branch organizers based in

cities of province and regencies. Eighth, The

Intellingence Team, a group established to observe

and watch the performance of political enemy that

Political Communications Strategy of “Success Team” in Regional Head Election: A Case Study of Bireuen, Aceh

149

could be dangerous to a party and a candidate. Ninth,

The Security Team, an important team, especially to

protect a candidate appointed by a party. Tenth, The

Voter-gaining Team, this team consists of people

recruited based on their great influence among

people. They commonly have fine social and

economical position or good reputation among people

(Hafied, Cangara, 2009, p. 225-227).

2.3 Regional Election (Pilkada)

A Regional Head Election called Pilkada is a

mechanism to elect a leader directly by people and

this system goes very well in Indonesia. Pilkada is an

instrument which is expected by people to give born

an ideal leader or regional head either in regency or

province. The process of a regional election is

significantly reviewed and becomes a system of

liberalization-democracy in the regional or local

level. The phases of regional head election is similar

to a presidential election, but it is held at regional

level.

Luki Sandra Amalia (2016, p. 8) says that an

election could be formulated as a mechanism of

delegating the people’s sovereignty to the participants

of an election and/or the candidates of the members

of House of Representatives, Regional

Representatives, president and vice president,

Regional Head/Deputy Regional Head to make and

establish political decision based on people’s will. An

election is also a mechanism of a political change

related to a public policy pattern and an aim, or

related to an elite circulation which is conducted

periodically and orderly. Cakra Abras (2012, p. 31)

describes that a Regional Head Election (Pilkada or

Pemilukada) is an election to elect a regional head

and deputy regional head directly by the eligible

people in a region in Indonesia.

Janedri M. Gaffar. (2012, p. 85) explains that

Pemilukada has three important functions establish a

regional government, as follows:

1. Electing a regional head based on a common will

of people in region, so that it is expected to be able

to understand and realize regional people’s will.

2. Through a regional election, it is expected that

people’s preference is based missions, visions,

programs, quality, and integrity of regional head

candidates which will really determine the success

of government in a region.

3. A regional election is an instrument of political

responsibility, an evaluation and a control toward

a regional heads and their supporting political

powers.

3 RESEARCH METHOD

The approach employed by the researcher in this

study is qualitative. Qualitative is usually called a

field method because it is conducted factually natural

or as it is, it is not manipulated by researchers, so that

the condition before, during, after in which the

researcher is involved does not change (Sugiono,

2014, p. 5). Bogdan and Taylor in Moloeng (2007, p.

4) define that qualitative research is a research

procedure which results in descriptive data in form of

written or spoken words from the observed people or

subject in a phenomenon.

Furthermore, Moleong (2007, p. 11) explains that

a descriptive research emphasizes on data in form of

words and illustrations resulted from the

implementation of qualitative method, not in form of

numbers. Moreover, all collections are possible to

become a key of what have been researched.

Sampling and selecting data sources in this study

were conducted purposively and the range of sample

was determined with snowball technique, data

collecting technique was in-depth interview,

documentation, and later on the data were analyzed.

Data analysis was qualitative and the research

result emphasized on generalization meaning. In

addition, data interpretation was conducted so that

there was data reduction which could reveal data

accuration, all analyzed data were coded so that

focusing on the theme of this research. It becomes a

foundation in doing this research so that there were

concrete data which could lead to directed research

focus.

4 RESULT AND DISCUSSION

Political Strategy Conducted by Campaign Teams

of The Candidates of Bireuen Regent in the 2017

Regional Election

Independent Election Commission (KIP)

established the candidates of Bireuen Regent for

2017-2022 period that provided options for People in

Bireuen Regency. Surely, it could give an opportunity

for the candidates to seek supports from people in

order to get elected as a regional head in the regency.

According to the Data from Bireuen Independent

Election Comission, there were six candidates of

Regent and Deputy Regent who competed to achieve

the position as the Bireuen’s regional head. Political

strategies were employed by the campaign teams in

order to make their political jargon able to win them

in the 2017 Bireuen Regional Election. The data

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150

below show the candidates of Bireuen Regional Head

in the 2017 Regional Election.

Table 2: The Candidates of Bireuen Regent and Deputy

Regent in the 2017 Regional Election

Serial

Number

Name of Candidates

Supporting

Parties

H. Ruslan M. Daud

And Drs. H.

Djamaluddin Idris

Independent

Dr. H. Amiruddin Idris,

Se., M.Si And Drs. H.

Ridwan Khalid

PPP, PKS and

PAN

H. M. Yusuf Abdul

Wahab And Dr.

Purnama Setia Budi,

Sp.Og

Independent

H. Khalili, SH And

Yusri, S.Sos., M.Si.,

M.S

Partai Aceh

H. Husaini M. Amin,

SE And Azwar, S.Pd

Independent

H. Saifannur, S.Sos and

Dr. H. Muzakkar. A.

Gani, SH., M.Si

Partai Golkar,

Nasdem,

Demokrat and

PDA

Source: Independent Election Comission (KIP) of 2017

Bireuen Regency Election

Based on the data above, the composition is

balanced that there are three independent candidates

and three party-supported candidates. That balanced

political process decribed that the implementation of

the regional election in Bireuen Regency was very

competent. The opportunity of each candidate was

very great and the campaign team’s work was very

maximum in seeking supports and sympathy from

people in Bireuen Regency. The process of the

Regional election in Bireuen Regency was conducted

based on the decree of Bireuen Independent Election

Comission No. 9 Year 2006 about The

Implementation of Regional Election in Bireuen.

The performance of the campaign team of H.

Saifannur, S.Sos and Dr. Muzakkar. A. Gani, SH.,

M.Si emerged an elegant strategy by establishing

some groups in the team. The campaign team was

also successful to execute mass mobilization to

support their candidates, H. Saifannur, S.Sos and Dr.

Muzakkar. A. Gani, SH., M.Si, to be the next Bireuen

Regional Head. The strategy pattern conducted by the

team of Saifannur – Muzakkar A. Gani was able to

influence the people as Voter Interest in Bireuen

Regency. The campaign team highlighted the figure

of H. Saifannur, S.Sos as a respected community

figure who was known by the people of Bireuen. H.

Saifannur, S.Sos and Dr. Muzakkar. A. Gani, SH.,

M.Si had a qualified electability and were well-

known all over Bireuen Regency.

The combination of a businessman and a

bureaucrat was synergized with the work of campaign

team in the ground. The campaign team attempted to

promote the candidate H. Saifannur, S.Sos and Dr.

Muzakkar. A. Gani, SH., M.Si to the people. The

political strategy performed by the campaign team is

by dividing the main team into three groups as

explained below:

1. Suborganization of The Saifannur Youth Axis

Campaign Team

This suborganization of the campaign team of

H. Saifannur, S.Sos and Dr. Muzakkar. A. Gani,

SH., M.Si described about young voters or

influenced them in Bireuen Regency. Surely, the

Saifannur Youth Axis empowered the young

voters who supported the candidate, H. Saifannur,

S.Sos and Dr. Muzakkar. A. Gani, SH., M.Si. The

coordination of the Saifannur Youth Axis was

expected to be able to gain votes from the youth

especially the intellectuals in university or the

university students, so that they could win this

candidate, H. Saifannur, S.Sos and Dr. Muzakkar.

A. Gani, SH., M.Si to be Bireuen Regional Head

for 2017 – 2022 period.

2. Suborganization of The Saifannur Gampong

Campaign Team

The Gampong Gampaign Team (village

campaign team) for Saifannur was a mobilization

to win the candidate H. Saifannur, S.Sos and Dr.

Muzakkar. A. Gani, SH., M.Si. in the 2017

Bireuen Regency Election. The organization

empowerment was conducted equally throughout

villages, so that many people around Bireuen were

interested in this candidate. This village

movement for Saifannur more increased, so that

people’s enthusiasm also increased. The

mobilization of the campaign team in the level of

village was successfully conducted therefore it

could attract people’s sympathy. Building

Bireuen from village is an importance so that it

could advance Bireuen Regency, it is what was

promoted by the Saifannur Village Team.

3. Suborganization of The Srikandi Saifannur

Campaign Team

The most important suborganzation was the

Saifannur Skrikandi (Heroine) in which women

dominated, especially the mothers. This

movement includes women because the number

of women were massively significant. Surely, the

involvement of women as part of the campaign

Political Communications Strategy of “Success Team” in Regional Head Election: A Case Study of Bireuen, Aceh

151

team of H. Saifannur, S.Sos and Dr. Muzakkar. A.

Gani, SH., M.Si. was very important to win this

candidate. The Srikandi Saifannur was dominated

by women and it could strengthen the female

supporters. This suborganization was established

in order to ease the women to be involved and

support the candidate of Bireuen Regional Head

H. Saifannur, S.Sos and Dr. Muzakkar. A. Gani,

SH., M.Si. in 2017 Regional Election.

The establishment of the three sub-teams was a

strategy conducted to win the candidate H. Saifannur,

S.Sos and Dr. Muzakkar. A. Gani, SH., M.Si. in the

2017 Bireuen Regional Election. Surely, those

suborganzations have made H. Saifannur, S.Sos and

Dr. Muzakkar. A. Gani, SH., M.Si. win a position as

Bireuen Regent 2017 – 2022 period. The teamwork in

campaigning H. Saifannur, S.Sos and Dr. Muzakkar.

A. Gani, SH., M.Si. as the candidate of Bireuen

Regents gained various reactions from people.

However, with full confidence, the campaign team

succeed to introduce and promote the candidate of

regent and deputy of regent in Bireuen Regency who

would be able to realize the visions, missions and

goals.

The campaign team of H. Saifannur, S.Sos and Dr.

Muzakkar. A.Gani, SH., M.Si admitted that

establishing campaign teams in every side was very

effective to win the regional election (Pilkada). It has

been proven by the strategy run by the campaign team

to win H. Saifannur, S.Sos and Dr. Muzakkar.

A.Gani, SH., M.Si as the candidate of Bireuen Regent

in the 2017 Regional Election. Establishing teams in

every lines showed an elegant political strategy, so

that the supported candidate won as Bireuen Regent.

In addition, the charisma of H.Saifannur,S.Sos as the

rich man also made people support him. At first

people are not interested in politics, later on they were

interested in it and support the candidate.

5 CONCLUSIONS

The political communication strategy by the

campaign team of the regent candidate H. Saifannur,

S.Sos and Dr. Muzakkar. A.Gani, SH., M.Si was able

to convince people to win the 2017 regional election.

Moreover, the three groups which were involved in

the campaign team also worked maximally so as to be

able to provide a great opportunity for thr win of the

candidate H. Saifannur, S.Sos and Dr. Muzakkar.

A.Gani, SH., M.Si as the regent and the deputy regent

of Bireuen Regency. In addition, the figure of H.

Saifannur, S.Sos also gave a new hope of a better

change in Bireuen in the future. It also maximized the

efforts which would be done once being a regent and

deputy regent of Bireuen Regency. A strategy of

campaign by the campaign team was by activating the

three groups in the winning team of the candidate H.

Saifannur, S.Sos and Dr. Muzakkar. A.Gani, SH.,

M.Si.

The process of Pilkada in Bireuen Regency

showed the competitive rivalry among the candidates

of Bireuen regent and deputy regent. Furthermore, the

candidate H. Saifannur, S.Sos and Dr. Muzakkar.

A.Gani, SH., M.Si was very familiar among Bireuen

people. It provided a good opportunity for the team to

succeed the regional election who later could win

their candidate H. Saifannur, S.Sos and Dr.

Muzakkar. A.Gani, SH., M.Si, therefore the process

of Pilkada has resulted in a good potency done by the

campaign team in Bireuen regional election. The

political communication process of the campaign

team was run maximally.

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