Amani, Aida (2019) Analisa Marketing Politik (Studi Evaluatif: Faktor Kekalahan Saifullah Yusuf-Puti Guntur Soekarno dalam Pemilihan Gubernur Jatim 2018 di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian kualitatif ini mengevaluasi marketing politik dalam Pemilihan Gubernur Jawa Timur 2018 pada kekalahan salah satu pasangan calon Saifullah Yusuf dan Puti Guntur Soekarno di Kota Malang. Evaluasi marketing politik ini berdasarkan teori Adman Nursal yang merumuskan ada tiga pendekatan dalam marketing politik yaitu push political marketing (pendekatan kepada masyarakat), pull political marketing (pendekatan melalui media), dan pass political marketing (pendekatan melalui tokoh). Tujuan penelitian ini adalah untuk mengetahui faktor-faktor kekalahan pasangan Saifullah Yusuf-Puti Guntur Soekarno dalam Pilgub Jatim 2018 di Kota Malang. Ketidakefektifan marketing politik ini dinilai dari perubahan pasangan dalam tahap pendaftaran calon, keterbatasan waktu dan anggaran dalam kampanye di Kota Malang, kurang solidnya pendukung pasangan Saifullah-Puti dibanding pendukung Khofifah-Emil, dan adanya keberpihakan tak terduga yang mengubah arah pemilih masyarakat Jawa Timur.
English Abstract
This Qualitative study aims to evaluate the marketing politic in the 2018 East Java Governor Election on one of the defeated candidates Saifullah Yusuf and Puti Guntur Soekarno in Malang. This marketing politic evaluation is based on the theory by Adman Nursal which proposed that there are three approaches in marketing politic, which consists of push political marketing (approach towards the community), pull political marketing (approach through the media), and pass political marketing (approach through public figures). This research aims to discover the defeating factors from Saifullah Yusuf-Puti Guntur Soekarno in the 2018 East Java Governor Election in Malang. The ineffective marketing politic is assessed from changes from the candidate partners on the candidate registration stage, limited time and budget in the campaign program in Malang, lack of solidarity in the supporters of Saifullah-Puti compared to the supporters of Khofifah-Emil, and also an unexpected alignment that changed the course of the East Java voters.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/2019/454/051904142 |
| Uncontrolled Keywords: | Pemilihan Gubernur Jawa Timur, Kota Malang, Marketing Politik, Evaluasi.East Java Governor Election, Malang City, Marketing Politic, Evaluation. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.800 285 Marketing--Data processing |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Politik |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 19 Aug 2020 04:31 |
| Last Modified: | 19 Aug 2020 04:31 |
| URI: | http://repository.ub.ac.id/id/eprint/170359 |
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