Political Marketing Strategy on the Muslim Party in Bali Case of Partai Keadilan Sejahtera Candidate H. Marjuhin, S.H. In Legislative Elections in Karangasem District

Bali, an area with a Hindu majority, has a unique anomaly in legislative elections. Partai Keadilan Sejahtera (PKS), a party with Islamic values, can explore sources of victory in an election arena. PKS, represented by H. Marjuhin, S.H., was able to answer the challenge and became the only Muslim representative elected. This study describes the political marketing strategies PKS and H. Marjuhin, S.H. used to win the legislative election in Karangasem Regency, Bali. This research uses a qualitative approach with a case study research type. Validity testing was carried out using the data triangulation method. Data analysis techniques include data reduction, data presentation, and conclusion drawing. It was found that the political marketing strategy carried out by PKS and H. Marjuhin, S.H. was successful in winning the legislative election amid unfavorable conditions.