Hakamah Political Marketing in the 2024 Legislative Election in Dapil 2 of North Lombok Regency, West Nusa Tenggara

Political competition within Indonesia’s open-list proportional electoral system requires legislative candidates to combine public visibility with credible relationships within local communities. This study examined Hakamah’s political marketing strategies during the 2024 legislative election in Electoral District 2, Gangga District, North Lombok Regency, West Nusa Tenggara. A descriptive qualitative approach within a constructivist paradigm was employed. Data were collected through unstructured interviews conducted from June 30 to July 2, 2026, and documentary analysis. Informants included the candidate, political party representatives, election administrators, campaign volunteers, community and religious leaders, and voters. Data were analyzed through editing, classification, verification, inductive interpretation, and conclusion drawing, while source triangulation was employed to enhance the credibility of the findings. The findings indicated that pull marketing enhanced candidate recognition through campaign materials, social media, and programs addressing the needs of farmers and livestock breeders. Pass marketing mobilized community leaders, religious figures, family networks, and campaign volunteers to strengthen the candidate’s social legitimacy. Push marketing involved direct community visits, interpersonal dialogue, participation in social activities, and the collection of constituents’ aspirations, thereby strengthening perceived emotional closeness and voter trust. Limited internet coverage constrained the effectiveness of digital outreach. These findings suggest that the campaign was characterized by complementary political marketing strategies aligned with communal, religious, and kinship-based relationships. The study concludes that effective integrated political marketing requires sustained communication with constituents and stronger digital engagement beyond the electoral period.