This
study aims to determine the campaign strategy used by the two pairs of
candidates for the Regent and Deputy Regent of Gresik in the 2020 Pilkada
during the COVID-19 pandemic. During the COVID-19 pandemic, health protocols
apply, namely wearing masks, diligently washing hands, maintaining distance,
avoiding crowds. The approach used in this research is qualitative with
descriptive research design. Collecting data in this study by means of
observation, in-depth interviews and documentation. There were three informants
in this study. In determining the informants using purposive sampling
technique. This research was analyzed using Hafied Cangara's theory of campaign
strategy. There are five things that can be used in determining the campaign
strategy, the first is determining the campaigner, then setting targets and
targets, compiling campaign messages, selecting communication media, and
finally media production. The results of this study indicate that the
strategies used during the pandemic are three campaign models, namely
face-to-face campaigns, virtual campaigns and friendship campaigns. In the
face-to-face campaign, the first pair of candidates used two patterns, namely closed
face-to-face meetings and limited open face-to-face meetings. For the virtual
campaign, the first pair of candidates held a virtual dialogue with the
community, virtual music concerts, and used social media to convey all the
activities of the candidate pairs. Meanwhile, the second candidate pair, in the
face-to-face campaign, used a door-to-door greeting pattern for the virtual
campaign, using social media for the virtual campaign. And in the friendship
campaign, candidate pairs one and two both visited, kept in touch with
community leaders.
Keywords: Campaigns, Pilkada, Covid-19 Pandemic
Periode.