Asyifa Qolbi, . (2026) STRATEGI MARKETING POLITIK PARTAI GOLKAR DALAM PEMENANGAN PASANGAN ROBINSAR DAN FAJAR HADI PRABOWO DI PILKADA CILEGON 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Regional Head Elections (Pilkada) serve as a democratic instrument allowing the public to directly lect regional leaders. In the 2024 Cilegon City mayoral election, the pair Robinsar dan Fqjar Hadi Prabowo successfully won the party’s marketing strategies in building the candidates images, managing the organization, and reaching voters. This study aims to analyze Golkar Party’s political marketing strategies regarding the victory of Robinsar dan Fajar Hadi Prabowo in the 2024 Cilegon City election based on the product, promotion, price, and place aspects proposed by Niffenegger (1989). The study employs a qualitative approach with a descriptive method, utilizing purposive sampling to select informants. The findings indicate that Golkar Party’s political marketing strategy was implemented in an integrated manner across the product, promotion, price, and place aspects. The study concludes that Golkar Party’s success in supporting the Robinsar and Fajar Hadi Prabowo pair was driven not only by the quality of the candidates but also by the partys abilitiy to systematically integrate all aspects of political marketing. This strategy fostered a sense of closeseness between the candidates and the public throughout the election process. Theoritacally, this study reinforces the application of Niffenegger’s (1989) political marketing theory within the context of regional elections in Indonesia.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No Panggil : 1910413091} [Pembimbing : Nurdin] [Penguji 1 : Muhammad Prakoso Aji] [Penguji 2 : Restu Rahmawati] |
| Uncontrolled Keywords: | Political Marketing, Golkar Party, 2024 Cilegon Mayoral Election, Winning Strategy, Niffenegger |
| Subjects: | J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | ASYIFA QOLBI |
| Date Deposited: | 11 Sep 2026 05:00 |
| Last Modified: | 11 Sep 2026 05:00 |
| URI: | http://repository.upnvj.ac.id/id/eprint/54371 |
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