Abstract
The large number of parties in the 2019 legislative elections made political parties have to compete for political power in their constituencies. Political marketing communication strategies are needed to get the most votes and win in the democratic event every 5 years in Indonesia. East Nusa Tenggara I became one of the electoral districts that experienced fierce competition among the political parties, due to the large number of elite legislative members and political activists in this area. However, Nasdem as a new party was able to gain the most votes and won the 2019 legislative elections. Therefore, the objective of this study is to understand how the political marketing communication strategy used by Nasdem in East Nusa Tenggara Province, especially in the NTT electoral district I to win the 2019 legislative elections. The research used the concept of political parties, political campaigns, and political marketing communication using a qualitative approach and in-depth interview techniques. As a result, sales oriented political party marketing communication strategies used by Nasdem in the 2019 elections in the electoral district of East Nusa Tenggara Province I won the most votes. This strategy aims to get the number of votes from potential voters, and the representation of parties and personal figures that are 'sold' by political parties. Personal figures of the candidates have more impact for winning legislative elections than political party ideologies.
Highlights
Banyaknya jumlah partai pada pemilihan umum legislatif 2019 membuat partai politik harus bersaing untuk memperebutkan kekuasaan politik di daerah pemilihannya
The large number of parties in the 2019 legislative elections made political parties have to compete for political power in their constituencies
how the political marketing communication strategy used by Nasional Demokrat (Nasdem) in East Nusa Tenggara Province
Summary
Penelitian Waldi dan kolega (2018) menemukan bahwa terdapat empat strategi yang dilakukan oeh partai politik dalam memenangkan anggota legislatif saat pemilihan yaitu, memanfaatkan pimpinan dari partai, kampanye dengan memafaatkan media cetak dan elektronik, serta sosialisasi langsung kandidat legislatif kepada masyarakat. Hal yang membedakan penelitian ini dengan penelitian-penelitian sebelumnya adalah kandidat politik dalam penelitian berasal dari partai baru yaitu Nasdem di Provinsi Nusa Tenggara Timur serta pemilihan umum legislatif yang baru dilakukan pada tahun 2019. Muncul pertanyaan penelitian, “Bagaimana strategi komunikasi pemasaran politik Partai Nasdem di Provinsi Nusa Tenggara Timur pada pemilu legislatif 2019?”. Tujuan penelitian ini adalah untuk memahami bagaimana strategi komunikasi pemasaran politik yang digunakan oleh partai Nasdem di Provinsi Nusa Tenggara Timur khususnya dapil NTT I untuk memenangan pemilu legislatif 2019. Observasi yang digunakan adalah pengamatan motif, kepercayaan, perhatian, perilaku tak sadar, dan kebiasaan terhadap pengurus Partai Nasdem di daerah pemilihan Nusa Tenggara Timur I. Percakapan ini dilakukan oleh dua pihak yaitu pewawancara (interviewer) yang mengajukan pertanyaan dan terwawancara (interviewee) yang memberikan jawaban atas beberapa pertanyaan
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