Solihat, Iis (2023) Strategi Pemasaran Politik PKS dalam Pemilu Legislatif Tahun 2019 di Provinsi Banten. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Political marketing is a strategy used by a number of political parties in Indonesia to increase vote support. This research aims to find out the political marketing strategy of PKS in the 2019 Legislative Election in Banten Province. In the 2019 legislative elections at the DPR RI level, PKS votes in Banten experienced an increase in votes from the previous 2014 election. This research is a qualitative descriptive type of research. Data collection techniques through audio-visual studies, interviews and documentation. While the technique of taking it is purposive and snowball sample. The researcher used the source triangulation technique as a data validity test. This research uses the 4P theory (product, promotion, price, and place) of Niffenegger. The results of this research indicate that the DPW PKS Banten conducts political marketing by offering four campaign programs, including the Draft Law on the Clerical Protection, the exemption from motor vehicle tax, the SIM is valid for life and tax-free for those who earn under eight million. PKS Banten also utilizes online and direct media (promotion), conducted face-to-face through the Paotang program, Ant Operation, Direct Selling, Flash Mob, socialization, and social assistance. For the use of party attributes, the money from the DPW PKS Banten management. The spread of the strategy is carried out in all electoral districts in Banten. In addition, the supporting factor for the increase in the number of votes came from the votes acquired by each candidate. The candidates who succeeded in seizing central legislative power were Dimyati, Jazuli, and Mulyanto.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Pemasaran politik merupakan strategi yang digunakan oleh sejumlah partai politik di Indonesia untuk menambah dukungan suara. Penelitian ini bertujuan untuk mengetahui strategi pemasaran politik PKS dalam Pemilu Legislatif 2019 di Provinsi Banten. Pada pemilu 2019 ditingkat DPR RI, suara PKS di Banten mengalami kenaikan suara dari pemilu 2014. Penelitian ini merupakan jenis penelitian deskripstif kualitatif. Teknik pengumpulan data melalui studi audio-visual, wawancara dan dokumentasi. Sedangkan teknik pengambilanya secara purposive dan snowball sampling. Kemudian peneliti menggunakan teknik triangulasi sumber sebagai uji kebasahan data. Penelitian ini menggunakan teori 4P (product, promotion, price, dan place) dari Niffenegger. Hasil penelitian menunjukkan bahwa DPW PKS Banten melakukan pemasaran politik dengan menawarkan empat program kampanye, diantaranya RUU Perlindungan Ulama, membebaskan pajak kendaraan bermotor, SIM diberlakukan seumur hidup dan bebas pajak bagi penghasilan dibawah delapan juta. PKS Banten juga memanfaatkan media online dan langsung, yang dilakukan secara tatap muka melalui program Paotang, Operasi Semut, Direct Selling, Flash Mob, sosialisasi, dan bantuan sosial. Untuk penggunaan atribut partai berasal dari hasil iuaran pengurus DPW PKS Banten. Penyebaran strategi dilakukan diseluruh daerah pemilihan di Banten. Selain itu, faktor pendukung dalam peningkatan suara berasal dari suara-suara kandidat. Caleg yang berhasil lolos kekursi DPR RI dari PKS yaitu Dimyati, Jazuli dan Mulyanto. | |||||||||
| Subjects: | J Political Science > J General legislative and executive papers J Political Science > JA Political science (General) J Political Science > JC Political theory |
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| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 65201-Program Studi Ilmu Pemerintahan |
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| Depositing User: | Mrs. Iis Solihat | |||||||||
| Date Deposited: | 12 Jan 2023 15:44 | |||||||||
| Last Modified: | 12 Jan 2023 15:44 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/19692 |
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