rachmat.hidayat01@ui.ac.id

*Correspondent Author : Rachmat Hidayat

public through digital media channels which are now increasingly diverse.

Including the TikTok social media channel, which indulges the public in

interacting in the digital space. Manuel Castells, a figure who studies the

development of information technology, revealed that today's society has

transformed into a network society (Manovich, 2003). The digitalization of

communication networks is the backbone of the network society. Network society

manifests itself in various forms, according to culture, institutions, with their

respective backgrounds in this era (Castells & Cardoso, 2005). The formation of a

network society whose social structure is created and activated by information

processed digitally. A social structure whose infrastructure is based on digital

aspects of life in all social conditions that develop in society, including the digital

space utilizing existing social media channels. In the economic sector, as well as

in culture in the current era of digitalization.

context, democracy is defined as the practice of freedom of expression freely and

equally. The main principle in a democracy is that its people can openly, freely

express their aspirations in every political and social policy. The principle

becomes the starting point in exercising freedom of expression in a country

(Balkin, 2004). Network society in today's digital era, which causes not only

2006).

objective of competing to market products, is now a marketing concept that is

applied in politics(Rafiq & Ahmed, 2000). Politics is also understood as a

separate institution but interacts with, media including social media (Schwanholz,

Graham, & Stoll, 2018). Mainstream media and online media (social media) are

increasingly difficult to separate as time goes by to integrate into the digital space.

Marketing strategies was also caused by a shift in the way to recruit constituents,

which initially used conventional methods, such as campaigns in the open field,

motorized vehicle parades, to impassioned speeches by campaigners (jurkam). In

line with changes in the socio-technological environment, politicians, community

marketing political marketing strategies between candidates. Not only young

people, but TikTok is also spreading the 'virus' to those who are old or aged. The

battle ahead of the 43rd PBNU Executive Conference held in Bandar Lampung

City, Lampung Province, one of these digital media channels has become an arena

for political marketing strategies against candidates in the race for the chair of the

PBNU general chair. Strategize each other, to get support in the digital space. is

increasing. In 2020 TikTok became the most downloaded digital media

worldwide (Rowe & SHRM-CP–Winona Area, 2021). Digital media TikTok also

known as lip-sync application ( lip-sync ) until now is at the peak of its fame. This

video-based application has received a lot of attention from young people.

media Facebook was already global first. At that time, Facebook had more than

175 users worldwide. And at the same time, every minute of the ten hours various

content is uploaded through another digital media channel, namely YouTube.

Research conducted by Forrester, almost 75 percent of social media users surf the

internet in the second quarter of 2008 (Haenlein & Kaplan, 2010). Both define

social media as an internet-based group that allows the creation and exchange of

content between users. Each individual can feed, create an idea then connect to the

internet. And data processors designed by humans for certain reasons, under

certain conditions create cognition. This later became a social activity. Social

world, with around 30.7 million users (Patel & Binjola, 2020). The extraordinary

popularity of TikTok has become the latest platform for voicing political

aspirations. As many as 49% of teenagers use the Tiktok platform. Interestingly,

parents have started to join and use Tiktok during the Covid-19 pandemic

(Bairizki et al., 2021). TikTok is also not just for entertainment and a democratic

arena but is also used as a propaganda channel. Preachers have a TikTok account,

produce short videos to convey religious knowledge and da'wah in a more

attractive form so that they get high views and enter FYP ( For Your Page ).

(Named, 2021).

political marketing process to be delivered quickly. The era of digitalization has

also shifted public behavior, not only campaigning with the old pattern. The

classical theory of democracy is based on the belief that citizens should be

adequately informed by various information channels. Social interaction is

necessary for fostering respect, trust between different communities (Newman,

1994). In the next era, the political world may give birth to many studies,

the conventional channel at that time, television as a channel for delivering

British Prime Minister Margaret Thatcher came to power. Utilizing television and

radio as campaign media. Meanwhile in Indonesia, the implementation of political

marketing has been open since 1998. At that time, it was known as the

reformation era which was accompanied by the emergence of various political

parties (parties) which reached 150 parties (Baines, Crawford, O’Shaughnessy,

Worcester, & Mortimore, 2014).

an in-depth search for symptoms or facts that are not seen on the surface. Depth

in revealing a fact characterizes this research which is not may be revealed

without observation. Using a simple definition, qualitative research is

interpretive or interpretive, using many methods in examining what is being

studied. Qualitative researchers usually conduct studies of natural things around

media page ahead of the 34th PBNU Congress in Bandar Lampung City? Both of

communication approach to persuade and influence the public through the digital

space ahead of the 34th PBNU Congress.

with the keyword PBNU congress. Two accounts belonging to the nahdliyin,

#nahdlatul_ulama, and #nu_online participated in providing information ahead of

the 34th PBNU Congress which will be held in Lampung Province. The

#nu_online account found text in the form of a video comparing two figures of

the candidate for the general chairmanship of PBNU, Kiai Said or Kang Said and

during political battles at the presidential and vice-presidential elections. The

the digital space, including through social media TikTok, cannot be separated

from it, inevitably being associated with the implementation of a pattern of

political marketing strategies. Although Nahdlatul Ulama (NU) is not a political

organization, the aura of political struggle is felt and often occurs at the PBNU

Congress which is held every five years.

give birth to many studies. The world of politics is progressive and can give birth

to all kinds of possibilities, combined with ways of communicating to influence

the public through the digital space. With regard to the research conducted, both

challenger wants to win the chair of general chairman.

express opinions is included in the digital space. Determining a choice by linking

a concept of political marketing strategy. Democracy in a thought interpreted by

researchers, freedom to express opinions, voice what they want, including

participating in making political choices as well as implementing political

marketing strategies. Political marketing can help community leaders, including

politicians, in making early detection so that they are efficient and effective