Vol 7, No 1

April 2018

Power of Big Data In Election

In the era of digitalization and technology growing rapidly, the winning strategy of the democratic party in Indonesia is not just enough to rely on conventional strategies. Social media invasion and technological sophistication is considered as influencing people in assessing political parties, politicians, the regional head candidates or the presidential candidates, moreover  the use of technology also influences politicians to learn the character of the electorate or society. Nevertheless, in the era of traditional democracy, politicians usually analyze the potential for vote acquisition by district. For example, by dividing an electoral district and constituency by majority-minority. After having and applying the big data, politicians can use and apply it to map demographics, the history of the voter contributions in politics, the voter political views to trivial matters such as media consumption, social media activities to home or vehicle ownership status. Moreover, the utilization of big data in cyberspace as one way of winning the regional head elections, the legislative elections, and the presidential elections must be a new strategy of winning at this time.

Utilization of digital technology by utilizing big data consisting of billions of megabytes of data in cyberspace to win the regional head elections, the legislative elections, and the presidential elections should start we use. The use of technology will make political campaigns more rational, because data and analysis are valid. The use of  facebook data by Cambridge Analytica to win Donald Trum in the United States Presidential  Election 2016, became one of the evidence of the effectiveness of big data in the arena of political struggle. In fact, in previous surveys Hillary Clinton's popularity as a major competitor. Trump has proven the power of big data from facebook to win the US Presidential Election. Although, finally facebook affected by negative impact due to data leaked users who are used for political purposes. In the United States the use of big data in the US presidential election is not a new news. In the 2004 US Presidential election campaign, George W. Bush had used the big data in his political campaign strategy. The same thing was applied by Barack Obama. In fact, the Obama campaign team formed a team of data analysts consisting of 100 analyst staff to ensure voter targets.Other countries have also used big data in their elections. In Kenya's elections in 2013, Uhuru Kenyatta took Cambridge Analytica to process voter data to deliver the right target campaign. India and Malaysia will also use big data in the country's elections.

In Indonesia big data utilization to win election will not be difficult to implement. Especially at this time, smartphone users in Indonesia reached 160 million users. Active social media users in Indonesia reached 130 million people with average surfing in social media from 23 minutes to 3 hours per day. In Indonesia the potential of big data has not maximally utilized yet. In fact, who can take advantage of big data will excel in any field, whether business, intelligence, politics and other fields. The data can be processed into one of the main weapons in winning various battles, including political battles.

Table of Contents


Sefriani .
Siti Sumartini
M Nur Rasyid
Erni Eriza Siburian, Arie Afriansyah
Sinta Dewi Rosadi, Zahra Tahira
Nurul Miqat, Farida Patittingi
Cahya Wulandari
. Prasetio
Seno Wibowo Gumbira, Ratna Nurhayati, Purwaningdyah Murti Wahyuni
Pan Lindawaty Sewu, Yohanes Hermanto Sirait, Ai Permanasari
Najib Imanullah
Djuwityastuti ., Wida Astuti
Rommy Patra