ISLAMIC-BASED POLITICAL PARTY BRANDING IN THE 2019 OF LEGISLATIVE ELECTION

A trend to increase the vote acquisition of Islamic parties has occurred since the 2014 Election. Likewise, in the 2019 Election the Islamic parties namely the Partai Keadilan Sejahtera (PKS) and the Partai Kebangkitan Bangsa (PKB) receive again significantly votes. The purpose of this study is to determine the branding strategy of PKS and PKB political parties in raising the votes of voters in the 2019 Legislative Election of Regency / City DPRDs in the election district of Kecamatan Kiaracondong City of Bandung. The research use qualitative with the case study method. Data collection techniques is carried out by observation, interview, and documentation. The results reveal that the branding strategy of PKS and PKB-based Islamic political parties in raising voters' votes in the 2019 Legislative Election is through a clear vision and mission, and the flagship program of Partai Keadilan Sejahtera (PKS) is to abolish motor taxes and impose a lifetime SIM. The community hopes that through the program can help ease the economic burden. Whereas Partai Kebangkitan Bangsa (PKB) through the da'wah program strategy is through the Nandlatul Ulama citizen movement. The increase in voters is also supported by the militancy of legislative candidate members or cadres from each party. (C) 2021 Published by European Publisher.