STRATEGI KAMPANYE POLITIK FRANCINE WIDJOJO PARTAI SOLIDARITAS INDONESIA DALAM MEMPEROLEH SUARA DI DAPIL 7 DKI JAKARTA MELALUI KEPEDULIAN TERHADAP KUCING PADA PEMILU LEGISLATIF DPRD DKI JAKARTA 2024

Audi Soekarno Putra, . (2026) STRATEGI KAMPANYE POLITIK FRANCINE WIDJOJO PARTAI SOLIDARITAS INDONESIA DALAM MEMPEROLEH SUARA DI DAPIL 7 DKI JAKARTA MELALUI KEPEDULIAN TERHADAP KUCING PADA PEMILU LEGISLATIF DPRD DKI JAKARTA 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study analyzes the political campaign strategy of Francine Widjojo from the Indonesian Solidarity Party in winning a seat in the Jakarta Regional Legislative Council (DPRD DKI Jakarta) District 7 during the 2024 Legislative Election through her approach to cats while addressing animal welfare issues. Employing a qualitative method with an explanatory writing approach and Philip Kotler's Political Marketing Mix 4P theory, this research explores how Francine successfully obtained 10,000 votes with an issue that has been relatively underrepresented in Indonesian political contestation. The findings reveal that success lies in four integrated strategies: the "Animal-Friendly Jakarta" platform, the Street Cat Feeding program and Rescue Makmur Bahagia, as well as strategic collaboration with animal lover communities. Authenticity through a consistent track record since 2016, confirmed by Mamapus, established Francine Widjojo's dominant positioning in animal welfare issues, while integration with her professional background as an advocate created dual credibility that competitors could not replicate. The strategy proved effective in urban areas with concentrations of educated middle-class populations who adopt post-materialistic values. The research provides theoretical contributions by demonstrating the application of Kotler's theory and the implications of other supporting theories in the context of Indonesian elections, offering a campaign model that can be replicated by legislative candidates with limited resources.

Item Type: Thesis (Skripsi)
Additional Information: [211043099] [Pembimbing: Deni Angela] [Penguji 1: Nurdin] [Penguji 2: Lia Wulandari]
Uncontrolled Keywords: Political Marketing, Campaign Strategy, Animal Welfare, Political Authenticity, Niche Marketing, 2024 Legislative Election
Subjects: J Political Science > J General legislative and executive papers
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: AUDI SOEKARNO NUGROHO PUTRA
Date Deposited: 13 Apr 2026 06:53
Last Modified: 13 Apr 2026 06:53
URI: http://repository.upnvj.ac.id/id/eprint/49346

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