Pengaruh Strategis Kyai dalam Mendukung Kemenangan PKB pada Pemilu Legislatif 2024 di Kendal

Abstract

This study examines the role of Kyai in the political strategy of the National Awakening Party (PKB) in Kendal Regency, focusing on the combination of traditional pesantren-based approaches and the utilization of digital social media. While the involvement of religious leaders in Indonesian politics has been widely researched, there is limited exploration of the influence of Kyai's moral authority, pesantren community networks, and digital technology in garnering political support. The research employs a qualitative case study method, involving in-depth interviews with Kyai, PKB administrators, and voters and direct observation of campaign activities. Findings reveal that Kyai plays a significant role in mobilizing political support through their moral authority and emotional connection with the community. Meanwhile, PKB effectively utilizes social media to reach younger voters. This "hybrid communication" approach successfully integrates traditional influence with digital strategies, enhancing PKB's support among pesantren communities and urban voter segments. The study highlights the importance of the synergy between the role of Kyai and digital technology as key factors in PKB's success in the 2024 Legislative Election in Kendal. These findings provide new insights into the political dynamics involving religious leaders and modern media. The role of Kyai and PKB's political marketing strategy, which includes digital approaches and data analysis, has successfully increased public trust and political participation, especially among religious communities and young generations, by strengthening support through an adaptive strategy that combines religious values and technology.