Sekar Rasi, . (2024) ANALISIS STRATEGI MARKETING POLITIK PARTAI SOLIDARITAS INDONESIA (PSI) PADA PEMILU 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study analyzes the political marketing strategies of the Indonesian Solidarity Party (PSI) in the 2024 election in building and maintaining its political strength. The aim of this research is to deeply analyze the political strategies implemented by PSI in the 2024 election, with the objective of understanding the dynamics, influencing factors, and impact of these strategies on the party's performance and image in the national political context. This study examines PSI's political marketing strategies in the 2024 election using Philip Kotler's political marketing theory, which includes segmentation, positioning, pull marketing, push marketing, and pass marketing. The method used is descriptive qualitative, with primary and secondary data obtained through interviews, documentation, and literature studies. The data analysis process is carried out in four stages: data collection, data reduction, conclusion drawing or verification, and data presentation. The results show that PSI successfully utilized political marketing strategies, from segmentation and positioning determination to the application of pull, push, and pass marketing strategies. However, PSI still faces several challenges, such as the parliamentary threshold, money politics practices, difficulties in campaigning in areas with established party bases, lack of cadre experience, and suboptimal use of social media. This study also acknowledges shortcomings that can be addressed in future research. Keywords: Political Marketing Strategy, Indonesian Solidarity Party (PSI), 2024 Election
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1910413007] [Pembimbing: Muhammad Prakoso Aji] [Penguji 1: Ardli Johan Kusuma] [penguji 2: Restu Rahmawati] |
| Uncontrolled Keywords: | Political Marketing Strategy, Indonesian Solidarity Party (PSI), 2024 Election |
| 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: | SEKAR RASI |
| Date Deposited: | 11 Sep 2024 03:30 |
| Last Modified: | 11 Sep 2024 03:30 |
| URI: | http://repository.upnvj.ac.id/id/eprint/33180 |
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