Rifqi Adyatma Pradana, . (2025) PRODUCT ORIENTED CAMPAIGN CALON PRESIDEN PADA PEMILU 2024: Studi Kasus ‘Sampah Jadi Sembako’ Oleh Relawan Penerus Negeri Prabowo-Gibran di Kelurahan Pasar Manggis Jakarta Selatan. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research analyzes the Product Oriented Campaign strategy implemented through the “Sampah Jadi Sembako” program by Relawan Penerus Negeri in supporting the Prabowo-Gibran pair in the 2024 Presidential Election. This program utilizes political marketing and political communication theories with a product-based approach oriented towards environmental issues and community welfare to create significant electoral appeal. Using qualitative methods and a case study approach, this research explores how the program influences people's political preferences, especially young people, as a strategic demographic segment supported by the demographic bonus. The results show that “Sampah Jadi Sembako” not only enhances the positive image of candidate pairs through the management of relevant social issues, but also encourages active community political participation, making volunteers as agents of change who bridge people's aspirations with candidates. This strategy confirms that an effective product-based political marketing approach must be able to integrate social and political dimensions holistically to increase candidate electability. This research makes a theoretical contribution in strengthening the concepts of political marketing and political communication as strategic tools in modern political campaigns and offers practical guidance for political parties and volunteers to design issue-based campaign strategies that are relevant to the needs of the community. Keywords: Product Oriented Campaign, Political Marketing, Political Communication
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2010413065] [Pembimbing: Abdul Ghofur] [Penguji 1: Ardli Johan Kusuma] [Penguji 2: Lia Wulandari] |
| Uncontrolled Keywords: | Product Oriented Campaign, Political Marketing, Political Commuunication. |
| Subjects: | J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | RIFQI ADYATMA PRADANA |
| Date Deposited: | 08 Apr 2025 04:00 |
| Last Modified: | 08 Apr 2025 04:00 |
| URI: | http://repository.upnvj.ac.id/id/eprint/36418 |
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