Fardhin, Yusza Al and Ahmad Hasan Ubaid, and Ibnu Asqori Pohan , (2021) Strategi Marketing Politik Partai Gerindra Pada Pilkada Serentak 2020 (Studi Kasus: Pasangan Calon Muhamad-Saraswati). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini menganalisa tentang strategi marketing politik yang diterapkan oleh partai Gerindra dalam mengusung pasangan calon Muhamad-Saraswati pada Pilkada Serentak 2020 di Kota Tangerang Selatan, Metode penelitian skripsi menggunakan metode kualitatif deskriptif tipe studi kasus dengan teknik penentuan informan purposive sampling, Dalam menganalisa strategi marketing politikyagn diterapkan oleh partai Gerindra, penelitian ini menggunakan teori marketing politik menurut Adman Nursal yakni Segmentation, Targeting dan Positioing dalam memetakan basis pemilih serta menggunakan metode pendekatan pemilih 3 P (Push, Pull dan Pass) dalam penyampaian produk politiknya. Hasil dari analisa penelitian menyimpulkan bahwa meski telah melaksanakan keselurahan strategi marketing politik secara utuh tidak dapat menjadi jaminan kemenangan bagi partai Gerindra dan pasangan calon Muhamad-Saraswati dikarenakan dalam mengidentifikasi segmentasi pemilih partai Gerindra terlalu mengandalkan basis pemilih dari koalisi partai politik pendukung yang cenderung cair dan mudah berubah pilihan, kemudian lemahnya jaringan politik lokal yang dimiliki oleh partai Gerindra menyebabkan tidak maksimalnya dukungan dari basis pemilih tradisional yang tergolong potensial. Selain faktor tersebut, fenomena tertangkapnya Menteri KKP, Edhy Prabowo yang dalam OTT KPK karena kasus suap perizinan ekspor benih lobster berdekatan dengan hari pemilihan turut menyerat nama Saraswati dalam pusaran kasus suap tersebut menjadi faktor tak terduga dalam mempengaruhi elektabilitas akhir pasangan calon Muhamad-Saraswati pada Pilkada Kota Tangerang Selatan 2020.
English Abstract
This research analyzes political marketing strategy implemented by Gerindra party which carries the candidacy Muhamad-Saraswati on 2020 Regional Elections in South Tangerang. method of research using descriptive qualitative with type of case study, while on the process research was carried out by participatory observation method with purposive sampling informant determination technique. Analysis of political marketing strategies in this thesis using political marketing theory according to Adman Nursal which are Segmentation, Targeting and Positioing in identify voters group and using 3 P (Push, Pull and Pass) marketing approach in analyzing the efforts for deliver political products to the voters, The results of this research conclude that even though they have implemented entire political marketing strategy as a whole, it cannot be a guarantee of victory for the party and the candidate because in identifying the segmentation of voters, Gerindra relies too much on the voter base from the coalition which tends to be fluid and easy turning choices, then the weakness of the local political network owned by Gerindra caused the support from the traditional voter base which was classified as potential voters group not to be maximal. In addition to these factors, Ahead of election, arrest of Minister KKP, Edhy Prabowo by KPK OTT who is also cadre of the Gerindra party because the bribery case for licensing the export of baby lobster created an issue that engulfed Saraswati's name in the vortex of the bribery case, become an unexpected factor are affected her electoral results in 2020 regional election at South Tangeran
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521110043 |
| Uncontrolled Keywords: | Strategy, Political Marketing, Gerindra, Muhamad-Saraswati, Pilkada Serentak 2020, trategi, Marketing Politik, Gerindra, Muhamad-Saraswati, Pilkada Serentak 2020 |
| Subjects: | 300 Social sciences > 320 Political science (Politics and government) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Politik |
| Depositing User: | Nur Cholis |
| Date Deposited: | 18 Jan 2023 03:57 |
| Last Modified: | 18 Jan 2023 03:57 |
| URI: | http://repository.ub.ac.id/id/eprint/196699 |
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