ANALISIS STRATEGI MARKETING POLITIK JAMALUDIN MALIK PARTAI GOLONGAN KARYA DI KABUPATEN JEPARA PADA PEMILIHAN LEGISLATIF DPR RI TAHUN 2024

Rossela Arneta Putri, . (2025) ANALISIS STRATEGI MARKETING POLITIK JAMALUDIN MALIK PARTAI GOLONGAN KARYA DI KABUPATEN JEPARA PADA PEMILIHAN LEGISLATIF DPR RI TAHUN 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze the political marketing strategy of Jamaludin Malik from the Golongan Karya Party (Golkar) during the 2024 Indonesian Legislative Election (DPR RI) campaign in Jepara Regency, focusing on both conventional and digital political marketing strategies amid intense political competition. The research employs Philip Kotler’s political marketing theory, with the object of study being Jamaludin Malik’s campaign activities. A qualitative descriptive approach is used, with data collected through in-depth interviews and documentary studies. The findings reveal that conventional strategies such as grassroots campaigning (blusukan) in an Ultraman costume and providing social assistance proved more effective in building voter trust than digital strategies. The Ultraman branding successfully created distinctive visual appeal across generations, while self-funded campaigning enabled efficient cost allocation based on value-based pricing. The study concludes that direct interaction and symbolic actions were the primary determinants of victory, with digital strategies playing a supplementary role. This hybrid approach effectively crafted an authentic personal image and could serve as a model for regional campaigns in the digital era.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110413123] [Pembimbing: Deni Angela] [Penguji 1: Nurdin] [Penguji 2: Aniqotul Ummah]
Uncontrolled Keywords: Political Marketing, Political Branding, Digital Campaign
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: ROSSELA ARNETA PUTRI
Date Deposited: 25 Aug 2025 04:33
Last Modified: 25 Aug 2025 04:33
URI: http://repository.upnvj.ac.id/id/eprint/39439

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