STRATEGI MARKETING POLITIK MULYANAH ANWAR PARTAI GERINDRA DAPIL VI KOTA TANGERANG SELATAN DALAM PEMILU LEGISLATIF 2024

Januar Pratama, . (2026) STRATEGI MARKETING POLITIK MULYANAH ANWAR PARTAI GERINDRA DAPIL VI KOTA TANGERANG SELATAN DALAM PEMILU LEGISLATIF 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze the political marketing strategy of Mulyanah Anwar from the Gerindra Party in Electoral District VI of South Tangerang City during the 2024 Legislative Election. The research was motivated by Mulyanah Anwar's success in retaining her seat in the South Tangerang City Regional House of Representatives for three consecutive terms amid increasing local political competition and changing voter behavior. This study employed a qualitative explanatory approach, with data collected through in-depth interviews, observation, and documentation. The informants included Mulyanah Anwar, her campaign team, the Gerindra Party Election Winning Body (Bappilu) of South Tangerang City, the South Tangerang Election Supervisory Agency (Bawaslu), and academics. Data were analyzed using Miles and Huberman's interactive model and Kotler's 4P Political Marketing framework. The findings reveal that Mulyanah Anwar's political marketing strategy primarily relied on conventional approaches through community engagement, public services, advocacy, and face-to-face communication rather than digital campaigning. Instagram, using the narratives "Ready to Continue" and "Caring and Aspirational," functioned only as a supporting medium due to its relatively low exposure and engagement. The study concludes that her electoral success was driven by consistent public service, the utilization of community spaces for political communication, and long-term relationships with constituents.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2110413054] [Pembimbing: Abdul Ghofur] [Penguji 1: Deni Angela] [Penguji 2: Aniqotul Ummah]
Uncontrolled Keywords: Political Marketing, 4P Political Marketing, Political Strategy, Mulyanah Anwar, 2024 Legislative Election.
Subjects: J Political Science > J General legislative and executive papers
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1)
Depositing User: JANUAR PRATAMA
Date Deposited: 06 Sep 2026 12:33
Last Modified: 06 Sep 2026 12:33
URI: http://repository.upnvj.ac.id/id/eprint/53198

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