The Transformation Of Entrepreneurs Into Politicians Through Nusantara Gilang Gemilang In The 2024 Election Contest

Abstract

This study examines the strategic role of the Nusantara Gilang Gemilang (NGG) organization in developing entrepreneur-politicians for Indonesia's 2024 legislative elections. As political and economic interests increasingly intersect, the emergence of business leaders in formal politics signifies a transformation in electoral representation. This research employed a qualitative descriptive approach and was conducted in Malang Raya. Purposively selected informants were interviewed, including NGG leaders, entrepreneur-candidates, political volunteers, and local voters. Data were collected through in-depth interviews, participatory observation, and documentation and analyzed using Miles, Huberman, and Saldaña’s interactive model. The results demonstrate that NGG functions as a non-party political institution that systematically prepares entrepreneurs to become legislative candidates. NGG accomplishes this through leadership training, campaign support, and network mobilization. Entrepreneur-candidates strategically convert their economic capital into political legitimacy by leveraging their business achievements, community engagement, and symbolic narratives of success. The study highlights three main findings: (1) the transformation of social identity from entrepreneur to politician, (2) the role of NGG in political mobilization through branding and grassroots networks, and (3) the conversion of economic capital into political capital that shapes new political elites. This research contributes to the theories of rational legislators and political economy by demonstrating how non-state institutions like the NGG facilitate the formation of elites through entrepreneurial pathways. The study suggests that hybrid political entrepreneurship reshapes local democracy and emphasizes the need for stronger regulatory frameworks to ensure transparency, accountability, and equitable political participation