EVALUASI STRATEGI PEMENANGAN MAYA RUMANTIR PADA PEMILIHAN ANGGOTA DPD RI TAHUN 2024 DI SULAWESI UTARA

Abstract

This study aims to evaluate the winning strategy implemented by Maya Rumantir in the 2024 election of the Regional Representative Council of the Republic of Indonesia (DPD RI) in North Sulawesi Province. The study was motivated by Maya Rumantir's success as an incumbent candidate who secured the highest number of votes amid intense political competition in an individual-based electoral system. This research employed a descriptive qualitative approach. Data were collected through in-depth interviews, observations, and documentation involving purposively selected informants, namely Maya Rumantir, her expert staff, and campaign team members. Data were analyzed using the CIPP (Context, Input, Process, Product) Evaluation Model developed by Daniel L. Stufflebeam. The findings indicate that Maya Rumantir's winning strategy was effective because it was adapted to the socio-political characteristics of the people of North Sulawesi, which tend to be personalistic and religious. This success was supported by political capital in the form of her popularity as a public figure, experience as a member of the Regional Representative Council (DPD RI), extensive social networks, intensive political communication, and direct engagement with the community through social, religious, and public service activities. The product evaluation revealed that the implemented strategy enabled Maya Rumantir to secure 394,154 votes, making her the highest vote recipient in the 2024 DPD RI Election in North Sulawesi Province. This study concludes that the success of the winning strategy was influenced not only by her incumbency status but also by her ability to integrate political communication, social capital, and close engagement with the community in building public trust.