Political Marketing Communication Research Articles

Digital Storytelling in Political Marketing Communication Ganjar Pranowo and Anies Baswedan on Instagram Leading Up to the 2024 Presidential Election

The research has the objective to analyze the political marketing communication content on the Instagram accounts of Ganjar Pranowo and Anies Baswedan, as well as to analyze the aspect of digital storytelling. The researcher employed a visual content analysis method based on quantitative descriptive analysis of image types. The posts were categorized into 12 types of images. Additionally, we analyzed the digital storytelling elements in the uploads that featured the most image types. The outcomes indicate that Anies' digital storytelling strategy involves more interaction with his followers compared to Ganjar's strategy. The most frequently posted image type on the @aniesbaswedan account is campaign-related, which is suitable for political marketing communication efforts leading up to the 2024 presidential election. In contrast, the most frequently posted type of image on the @ganjar_pranowo account, background stories, is considered less appropriate for such purposes. Image types with themes suitable for the 2024 Presidential Election and presented in narrative form are likely to be more engaging, potentially encouraging followers to participate in exercising their voting rights

Political Marketing Communication Strategy to be Elected as a Member of The Indonesia’s Parliament

The involvement of women in efforts to meet the minimum representation quota of 30% in the legislature is not easy. An appropriate strategy is needed to win seats in the legislature, including implementing a political marketing communication strategy. Political marketing is commonly used in economic or entrepreneurial concepts for political elements. This study aims to determine Hetifah Sjaifudian’s Political Marketing Communication Strategy to be elected as a member of the Republic of Indonesia Parliament for 2019-2024. The research paradigm is constructivist with a qualitative approach and a case study research method. This study uses the political marketing communication theory put forward by Lees-Marshment. In a Product Oriented Party (POP), the leader carries out political planning activities and expects support from members and the public. The Sales Oriented Party (SOP) approach focuses on the communication strategy adopted by a party in persuading voters and the public to choose and want things offered by that party. The Market Oriented Party (MOP) approach focuses on public priorities collected from various data collection methods such as surveys, focus group discussions, consultations, meetings, interviews, gatherings, and internal discussions. The results of the research show that of the nine stages, the market research, communication, and campaign stages were important stages in winning Hetifah Sjaifudian.

PDIP vs Gerindra: Political Marketing Communication Through Instagram Ahead of the 2024 Election

This article reviews the role of social media Instagram in the political marketing communications of the PDI Perjuangan and Gerindra Party ahead of the 2024 Election; the election of these two parties is the subject of study because they are the political parties that won the 2019 Election with votes and won the most number of seats. Research using qualitative methods. Data were analyzed using qualitative content analysis by observing the Instagram accounts @pdiperjuangan and @gerindra. The study results show that Instagram is operated by political parties in digital marketing communications to attract public sympathy. The form of political marketing communication that is spread has a variety of themes and types of uploaded content

The Impact of Political Marketing Communication via Facebook on Youth Political Participation in Morocco

The Impact of Political Marketing Communication via Facebook on Youth Political Participation in Morocco

Komunikasi Pemasaran Politik terhadap Keputusan Memilih Calon Legilastif DPRD Kota Tangerang Selatan pada Pemilu Legislatif 2019

The purpose of this research is to analyze the influence of political marketing communications on the decision to elect candidates in the Legislative Elections in South Tangerang City. This type of research is quantitative. The data source for this research is primary data derived from the sample, namely voters in the 2019 Legislative Elections in South Tangerang City. Data collection was carried out using random sampling by spreading to 100 respondents. This study uses the Multiple Linear Regression analysis method. The results showed that the results of multiple linear regression analysis obtained the coefficients of each variable from advertising (0.164), personal selling (0.966), public relations (0.215), sales promotion (0.413) and direct marketing (0.652). In conclusion, advertising, personal selling, public relations, sales promotion, and direct marketing have a significant effect on the decision to choose a candidate. Simultaneously, political marketing communications (promotion mix) has a significant effect on the decision to elect candidates.
 Keywords: Choice Decision, Political Marketing Communication (Advertising, Personal Selling, Public Relations, Sales Promotion, Direct Marketing)

Political Marketing Communication Strategy of Budi Prayitno in Facing the 2019 Magelang City DPRD General Election

This study analyzes Budi Prayitno's political marketing strategy in the contestation of the Legislative Election of the Magelang City DPRD. This study focuses on the political marketing strategy carried out by Budi Prayitno as a senior legislative candidate from the PDI-P Party in carrying out political marketing. The presence of Budi Prayitno as a senior figure is evidenced by his tenure as a member of the Magelang City DPRD for 3 terms from the PDI-P Party. In this study, the author uses a 3P approach model (push marketing, pass marketing and pull marketing). The research findings show that the political marketing strategy implemented by Budi Prayitno is structured and directed according to the target. Some of the political marketing strategies used by Budi Prayitno, including: first, blusukan or campaigns that go directly to the public as Push Marketing. Second, the use of community groups and political parties as a marketing pass. Third, the use of social media as pull marketing. This study aims to determine Budi Prayitno's Political Marketing in Facing the 2019 Magelang City DPRD General Election. The type of research used in this study is a case study qualitative research. The data and information needed in this study were obtained from information from informants, namely people who are considered to know and can be trusted in providing accurate information by using two types of data, namely primary data and secondary data. Data collection techniques in this study were direct observation to the research site, in-depth interviews and documentation at the research site. The results of this study indicate that Political Marketing Budi Prayitno in Facing the General Election of Members of the DPRD City of Magelang in 2019 used a political marketing approach (push marketing, pull marketing, and pass marketing) to increase his voting bar because in yesterday's election there were several promises politics that he did not realize when he served as chairman in the previous period.

Political Marketing Communication Strategy of dr. H. Muchamad Nur Aziz, Sp.PD – Drs. KH. M. Mansyur, M.Ag (AMAN) in Magelang Mayor Election 2020

Political contestation in Indonesia uses a democratic system in every general election to monitor the people for political candidates by looking at what the community needs. Political parties can undoubtedly participate in implementing the General Election to represent a group along with the objectives of the political program they are carrying. In the election of the Mayor of Magelang, political competition exists between the majority party and non-majority parties. The non-majority party managed to win the mayoral seat in the 2020 election amid high public knowledge of the majority party. Judging from the vote results, the majority party lost severely, with a percentage of almost 21% of the non-majority parties in the city of Magelang. It is a unique phenomenon to be researched to see the political marketing communication strategy for this pair as a candidate from a non-majority party. This study will offer knowledge of political marketing communication strategies, especially for candidates promoted from non-majority parties in winning political contestations. This study aims to describe the political marketing communication strategies used by the PKB Party to get the most votes in the 2020 Magelang mayoral election. A qualitative case study examined the strategy for winning the pair of Dr H. Muchamad Nur Aziz, Sp.PD – Drs KH. . M. Mansyur, M. Ag. (AMAN) in the 2020 Magelang mayoral election by using a political marketing communication strategy. The findings reveal that AMAN couples use the silent strategy to attract public attention to the couple. The AMAN pair uses a pull, pass and push strategy to find potential voters with the same vision and mission as this pair. In addition, word of mouth with the smallest target scope, especially the mother of the family welfare program in each neighborhood, was the primary key to passing the information on the couple's vision and mission.

The Effect of Joko Widodo’s Political Marketing Communication in Instagram on His Image and Reputation in the Eyes of Millennial Generation in Jakarta

This research aims to study the effect of Joko Widodo's political marketing communication in Instagram on his image and reputation in the eyes of millennial generation in the 2019 Indonesian Presidential Election. The theory used in this research is the Stimulus Organism Response, Persuasion Message Theory in political communication and theories or concepts of reputation and image. The paradigm used is positivist with a quantitative approach. This research uses a survey method with a questionnaire as a data collection instrument to obtain information from a number of millennials as respondents aged between 19 and 39 years and participating in the 2019 Presidential Election with a total number of around 2,885,000. Determination of sample size uses the Slovin formula with a margin of error of 5%, so the number of samples is 400 people. The sampling technique uses proportional sampling, while the data analysis technique uses path analysis. The results showed that political marketing communication has a direct effect on reputation at 11.9%. The image has a direct effect on reputation at 83.5%, and the indirect effect of marketing communication through image on reputation is 69.97%.

The Implications of Facebook in Political Marketing Campaigns in Croatia

In the young Croatian democracy, there is a necessary role of the strategic approach to the political marketing communication campaigns, especially in using the new media, social networks and Facebook, being the most representative one. This paper aims to analyse to what degree the political parties use Facebook, how they manage this, and the opinions and viewpoints of the voters. This study has two major goals: to analyse how the leading political parties in Croatia use and manage social media services, particularly Facebook, and to evaluate perspectives of the Croatian voters regarding social media during political campaigns. Two instruments were created based on the secondary research: a protocol for in-depth semi-structured interviews conducted with the social media specialists of the leading Croatian political parties (n = 3) and a survey of voters (n = 557), ranging in age from 18-45 years (78.1%), 46-55 years (14.7%), 56-65 years (6.1%) and older than 66 (1.1%). Croatian political parties do not use Facebook's entire potential. The respondents who vote regularly believe that the political parties' Facebook pages are significant in their promotion and visit these pages more frequently. These pages are visited more frequently during political campaigns. It is imperative to focus on increased quality and more frequent communication, direct communication and turning to young people in the campaigns. There are statistically significant differences with regard to age on the issue of voting. Croatian political parties can improve the potential of social networks, primarily Facebook, in election campaigns.Implications for a Central European audience: In addition to the specified deficiencies of the Facebook pages, the voters provided suggestions for improving the Facebook content and increasing page visits. When used in combination with other social media, Facebook has the strongest potential for influencing the young voters. The results indicate the need for professional management of relevant social media strategies and tactics. The improvements of the Facebook pages can be grouped in several categories, the most important being Content, Communication and Strategy. The improvements would yield more frequent visits by the potential voters.

Strategi Komunikasi Pemasaran Politik Pada Pemilu Legislatif

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.

THE NEW MEASUREMENT OF POLITICAL TRUST RHETORIC DIMENSIONS IN POLITICAL MARKETING COMMUNICATION: THE YOUNG PEOPLE PERSPECTIVE

Purpose: The article conducts the new measurement of political trust rhetoric dimensions in political marketing communication: the young people's perspective.
 Methodology: This research used survey method. The survey was conducted to 189 respondents, 110 male respondents (58.2%) and 79 female respondents (41.8) using a convenience sampling technique. Respondents in this study are young voters who live in Surakarta and originally from various cities in Indonesia including Java, Sumatra, Kalimantan, Sulawesi, and Papua.
 Result: The research shows that the rhetoric dimension can be measured by specific indicators for logos, ethos, and pathos. The research’s findings also indicated that the importance of political trust based on the rhetoric dimensions has different level, particularly from young voter perspective.
 Applications: This research can be used for the universities, teachers and education students.
 Novelty/Originality: In this research, the model of the subject-subject model in the conditions of mixed learning is presented in a comprehensive and complete manner.

PERENCANAAN KOMUNIKASI IKLAN POLITIK GUBERNUR TERPILIH PADA PILKADA RIAU 2018

This study aims to describe about communication planning of political advertisement (ads) by candidate in local election’s Riau 2018. Basically there is no guarantee that can ensure a candidate's victory is determined by the number of political ads displayed along the way. But political ads can be utilized by canditates to attract public attention through creative ideas. This study uses qualitative methods with descriptive analysis. The result of this study showed that the political ads, used by the elected candidates in local election 2018 in Riau, are part of the political marketing communication process carried out by Syamsuar-Edy Nasution and their team. The communication plan was a systematic and comprehensive political decision starting from research, planning, development, trial planning, implementation and monitoring. The strength factor’s is from candidate's himself. While the weakness factors are from regulations, differences perception between the candidate’s successor team and budget constraints.

Політична реклама та політичний Паблік Рилейшнз в контексті гармонізації політичних відносин

Political marketing's communication is examined as a process of production and information transfer to the having a special purpose groups, and also receipt of feed-back, within the limits of the certain political marketing's program. The basic criteria of forming of political marketing strategy are separated in modern terms, in particular to Ukraine. It is rotined that the political advertising occupies the special place in the system of the political marketing and political marketing communication, carrying out considerable influence on forming of public opinion in relation to the subjects of policy. It is organically included in the of informative-communication complex of the political marketing, is the effective enough instrument of bringing in of new supporters to the certain subject of policy and stimulation of citizens to active political voice in certain direction, harmonizing political relations.

Political Marketing Strategies in Africa: Expert Opinions of Recent Political Elections in Ghana

This study focuses on expert views of the importance of political marketing and electoral victory in African nations with an emphasis on Ghana. There is a particular focus in this article on understanding political marketing communication issues pertaining to the 2008 Ghanaian presidential elections. Following Peng and Hackley (2007), we used “elite interviews,” dyadic depth interviews with highly regarded marketing and communication practitioners who were also MBA students at Ghana's premier business school. We also employed Butter and Collins' (1994) political marketing structure model in eliciting and analyzing the study findings. We found that all four of the themes discussed by Butler and Collins (1994) played a role in the defeat of the incumbent party—New Patriotic Party (NPP). Product factors was the key theme followed by organizational, process, and market factors, respectively. This paper is an important initial step in highlighting the significance of political marketing to the fortunes of political parties in Africa.

Memahami Komunikasi Pemasaran Politik

This article explores political marketing communication as a means of political communication using concept and marketing communication techniques to buy political product. According to the goals (such as position, title, and wealth), what considered as political communication products in its broadest terms are leadership, institution, membership, policy, and political activities. Principles, methods, and stages of political communication must be attended seriously so that the product being sold would be embraced by political audience.