Muhammad Fajrin, . (2026) STRATEGI MARKETING POLITIK PARTAI KEADILAN SEJAHTERA DALAM MEMENANGKAN PEMILU LEGISLATIF DKI JAKARTA TAHUN 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the political marketing strategy implemented by Partai Keadilan Sejahtera (PKS) in winning the 2024 DKI Jakarta Legislative Election using the Segmentation, Targeting, and Positioning (STP) theory from Kotler & Keller. The research method employed is qualitative descriptive with an explanatory approach. The sampling technique used purposive sampling with informants consisting of PKS DKI Jakarta management, elected legislative candidates, political observers, and Bawaslu officials. Data analysis followed Creswell's data analysis spiral consisting of data management, reading and memoing, describing, classifying, interpreting, and representing/visualizing. The results show that PKS successfully secured the highest position with 1,012,028 votes (16.68% of total valid votes) for the DPRD level by implementing a comprehensive and integrated political marketing strategy. PKS applied two main strategy clusters: conventional/grassroots marketing strategies including Liqo (routine religious gatherings), door-to-door visits, and Sapa Warga programs; and digital/modern campaigning strategies utilizing Instagram and Facebook platforms. Through geographic, demographic, and psychographic segmentation, PKS successfully identified voter segments, targeted religious communities and urban middle-class voters, and positioned itself as a responsive party close to the people. The integration of conventional approaches that maintain traditional base loyalty and digital strategies that expand penetration to young and swing voters proved effective in Jakarta's heterogeneous electoral context. This study confirms that the implementation of STP theory in political practice can increase electoral effectiveness when executed systematically and adapted to local characteristics.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110413113] [Pembimbing: Deni Angela] [Penguji 1: Anwar Ilmar] [Penguji 2: Jerry Indrawan] |
| Uncontrolled Keywords: | Political Marketing, STP Strategy, Legislative Election, Jakarta Smart City, PKS. |
| Subjects: | J Political Science > J General legislative and executive papers J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | MUHAMMAD FAJRIN |
| Date Deposited: | 31 Mar 2026 01:43 |
| Last Modified: | 31 Mar 2026 01:43 |
| URI: | http://repository.upnvj.ac.id/id/eprint/42763 |
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