STRATEGI MARKETING POLITIK “DESAK ANIES” DI JAKARTA

ADE PRIYANTO, ARKAAN (2024) STRATEGI MARKETING POLITIK “DESAK ANIES” DI JAKARTA. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This research discusses the political marketing strategies implemented in the “Desak Anies” event in Jakarta as a case study. The main objective of this research is to understand the political marketing strategies used in the "Desak Anies" event in Jakarta. This study employs a qualitative approach with a case study method using the 3P political marketing concept (push marketing, pass marketing, and pull marketing). The data for this research were obtained through in-depth interviews, observations, and documentation. The findings indicate that “Desak Anies” applied the 3P political marketing strategy, which includes push marketing by building direct relationships between the candidate and voters through two-way communication, pass marketing by involving youth organizations as influencers, and pull marketing by disseminating activities and messages through social media. The conclusion of the study based on the implementation of these strategies shows that the “Desak Anies” event in Jakarta combined all three strategies to promote both the event and Anies as a presidential candidate to a wider voter base. This research contributes to the understanding of political marketing strategies within the context of election campaigns in Indonesia.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	ARDIANSYAH, ATIH	198706122020121010

Additional Information:

Penelitian ini membahas strategi marketing politik yang diterapkan dalam acara “Desak Anies” di Jakarta sebagai studi kasus. Tujuan utama penelitian ini adalah untuk mengetahui strategi marketing politik yang digunakan dalam acara “Desak Anies” di Jakarta. Penelitian ini menggunakan pendekatan kualitatif, metode studi kasus dengan konsep strategi pemasaran politik 3P (push marketing, pass marketing, dan pull marketing). Data dalam penelitian ini diperoleh melalui wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa “Desak Anies” menerapkan strategi pemasaran politik 3P yaitu push marketing yang membangun hubungan langsung antara kandidat dengan pemilih melalui komunikasi dua arah, pass marketing dengan melibatkan organisasi pemuda sebagai influencer dan pull marketing dengan menyebarkan acara dan pesan melalui media sosial. Kesimpulan penelitian berdasarkan penerapan strategi tersebut menunjukan bahwa acara “Desak Anies” di Jakarta melakukan kombinasi dari ketiga strategi sebagai upaya memasarkan acara tersebut sekaligus memasarkan figur Anies sebagai calon presiden Indonesia kepada pemilih dengan jangkauan lebih luas. Penelitian ini memberikan kontribusi dalam pemahaman strategi marketing politik dalam konteks kampanye pemilu di Indonesia.

Uncontrolled Keywords:

Political Marketing Strategy, Campaign, Desak Anies Jakarta Strategi Marketing Politik, Kampanye, Desak Anies Jakarta

Subjects:

Communication > Public Relations Science
J Political Science > JA Political science (General)
Communication > Communication (General)

Divisions:

06-Fakultas Ilmu Sosial dan Ilmu Politik
06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi

Depositing User:

Arkaan Ade priyanto

Date Deposited:

10 Dec 2024 11:49

Last Modified:

10 Dec 2024 11:49

URI:

http://eprints.untirta.ac.id/id/eprint/44294

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