The Role of Beauty in Political Marketing:A Case Study of Kondang Kusumaning Ayu’s 2024 East Java RegionalRepresentative Board Win

Abstract

This research discusses the role of beauty as a political marketing strategy in Kondang Kusumaning Ayu's
victory in the East Java Regional Representative Board election. The main objective of this research is to
analyze beauty as a factor influencing public perception and garnering voter support in a political context.
The hope of the researcher is that this study can provide an understanding of how visual aspects like
beauty in today's era can be a political marketing strategy and contribute to the success of candidates in
local political contexts. Practically, this research provides a guide for political candidates and campaign
teams in developing effective political marketing strategies by considering visually appealing aspects for
voters. The methodology used is qualitative analysis through a case study of Kondang Kusumaning Ayu's
political campaign in the 2024 East Java Regional Representative Board election and media analysis
related to voter responses to beauty images in politics. The research findings indicate that beauty plays a
significant role in influencing public perception and gaining voter support. Kondang Kusumaning Ayu's
victory in the East Java Regional Representative Board election highlights the importance of political
marketing strategies that combine visual aspects and political messages relevant to voters' needs in
political competition.