Bunga Amalia, . (2023) STRATEGI MARKETING POLITIK DEWAN PIMPINAN WILAYAH PARTAI NASIONAL DEMOKRAT (NASDEM) PROVINSI KALIMANTAN BARAT DALAM PEMILU LEGISLATIF 2019. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The large number of post-reform political parties has led to high competition because people are faced with many alternative choices in each election. Political parties clearly need the right ways and methods to be able to win political competition. A political marketing strategy is needed to build communication and convince constituents that their candidate or political party is the most worthy of being elected. West Kalimantan is one of the electoral districts experiencing fierce competition between political parties. Nonetheless, the Nasdem party became one of the political parties with the most significant increase in vote and seat gains in the 2019 legislative elections in West Kalimantan. then the purpose of this research is to find out how the political marketing strategy of the DPW party Nasdem West Kalimantan province in increasing the number of votes and seats won in the 2019 legislative elections. This research uses a qualitative approach and the type of research used is explanatory research with the case study method. The theory used is political marketing theory by Niffenegger (1989), namely the 4p marketing-mix (product, promotion, price and place) which is supported by the market approach strategy by Smith and Hirst (2001) namely segmentation, targeting and positioning. There are two data collection techniques used in this study: first, in-depth interviews as the primary research data with the technique of determining informants by purposive sampling. Second, documentation as secondary research data. The research results obtained show that the West Kalimantan DPW Nasdem carries out a political marketing strategy with the 4P concept, namely marketing its platform in the form of vision and mission, work programs and candidates as party products (products) through the use of social media and door to door (promotion) activities. , there is a calculation of economic prices in the form of party funds and campaign funds, psychological prices and party image (price), and making strategies for dissemination in various regions in West Kalimantan through the internal party organizational structure (place). In addition to supporting the success of the 4P mix strategy, the West Kalimantan DPW Nasdem also implemented a market approach strategy through demographic segmentation based on gender, age, occupation and social class. Then targeting based on voter behavior by targeting intelligent voters and positioning Nasdem as a party that brings restoration of change and embraces the whole society towards the progress of Indonesia.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 1810413096] [Pembimbing: Ardli Johan Kusuma] [Penguji 1: Nurdin] [Penguji 2: Deni Angela] |
| Uncontrolled Keywords: | legislative election, nasdem party, regional leader council, 4P political marketing, segmentation, targeting, positioning |
| Subjects: | J Political Science > JA Political science (General) J Political Science > JC Political theory |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | Bunga Amalia |
| Date Deposited: | 17 Mar 2023 02:50 |
| Last Modified: | 17 Mar 2023 02:50 |
| URI: | http://repository.upnvj.ac.id/id/eprint/23778 |
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