| dc.contributor.advisor | PURWANINGSIH, TITIN | |
| dc.contributor.author | SATRIAWAN, BISMAR HARRIS | |
| dc.date.accessioned | 2019-11-14T04:25:42Z | |
| dc.date.available | 2019-11-14T04:25:42Z | |
| dc.date.issued | 2019-09-25 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/30414 | |
| dc.description | Tulisan ini bertujuan untuk menjelaskan bagaimana political marketing Prabowo
Subianto dan Sandiaga Salahuddin Uno dalam pemilihan presiden tahun 2019. Jenis
penilitian yang digunakan adalah pendekatan kualitatif. Metode pengumpulan data
mengunakan teknik wawancara mendalam (In-Dept Interview) dan wawancara elite
(Elite Interview), serta dokumentasi. Dari hasil penelitian yang ada diketahui political
marketing menjadi salah satu instrument analisis yang sangat penting bagi pasangan
Prabowo-Sandiaga dalam kontestasi politik pada pemilihan presiden tahun 2019 yang
semakin masif dan kompetitif, rangkaian tahapan political marketing yang dilakukan
BPN (Badan Pemenangan Nasional) Prabowo-Sandiaga, antara lain yaitu:
Segmentasi, Targeting, Positioning, Strategi Kampanye Political Marketing.
Prabowo-Sandiaga diketahui memiliki beberapa segmentasi politik, yaitu: Segmentasi
Wilayah (Berdasarkan Peta Kekuatan Politik), Segmentasi Pemilih Muda (Milenial),
Segmentasi Perempuan (Emak-Emak), Segmentasi Keumatan (Umat Islam), yang
selanjutnya akan diberikan Fokus Target Marketing dengan menggunakan pola Full
Market Coverage, yaitu dengan Prabowo-Sandiaga melayani dan mencukupi semua
kebutuhan dan keinginan dari setiap segmentasi yang ada. Prabowo-Sandiaga hadir
dengan determinasi Positioning (Produk dan Image Politik) pada isu dan
permasalahan besar, seperti: Kesejahteraan, Keadilan, Kemakmuran. Keadaan
sejahtera, adil, dan makmur tersebut baik dalam bidang Perekonomian, Pendidikan,
Kesehatan, Budaya dan Lingkungan, serta Politik, Hukum, dan Hankam. Hadir
dengan membawa slogan “Indonesia Adil & Makmur”. Pola strategi positioning yang
di gunakan dengan cara Rationilization Strategy (Strategi Rasionalisasi) yaitu
membangun rasionalitas para pemilih (konstituen). Strategi kampanye political
marketing dengan mencangkup keseluruhan cara seperti Push Political Marketing,
Pull Political Marketing, Pass Political Marketing.
Kata Kunci: Political Marketing, Prabowo Subianto, Sandiaga Salahuddin Uno,
Pemilu Presiden. | en_US |
| dc.description.abstract | This paper aims to explain how political marketing Prabowo Subianto and Sandiaga
Salahuddin Uno in the 2019 presidential election. The type of research used is a
qualitative approach. Data collection methods use in-depth interview techniques (In-
Dept Interview) and elite interviews (Elite Interview), as well as documentation.
From the results of existing research it is known that political marketing is one of the
most important analytical instruments for the Prabowo-Sandiaga couple in political
contestation in the 2019 presidential election which is increasingly massive and
competitive, a series of stages of political marketing carried out by the BPN (National
Winning Agency) Prabowo-Sandiaga, such as:: Segmentation, Targeting,
Positioning, Political Marketing Campaign Strategies. Prabowo-Sandiaga is known
to have several political segmentations, namely: Regional Segmentation (Based on
Map of Political Strength), Young Voter Segmentation (Millennial), Women's
Segmentation (Emak), Segmentation of Humanity (Islamic Community), which will
then be given a Target Marketing Focus with use the Full Market Coverage pattern,
namely with Prabowo-Sandiaga serving and meeting all the needs and desires of each
existing segmentation. Prabowo-Sandiaga comes with the determination of
Positioning (Product and Political Image) on major issues and problems, such as:
Welfare, Justice, Prosperity. The conditions of prosperity, fairness, and prosperity
both in the fields of Economy, Education, Health, Culture and Environment, as well
as Politics, Law, and Defense and Security. Comes with the slogan "Fair Indonesia &
Prosperous". The positioning strategy pattern used by the Rationalization Strategy is
building the rationality of the voters (constituents). Political marketing campaign
strategies by covering the whole way such as Push Political Marketing, Pull Political
Marketing, Pass Political Marketing | en_US |
| dc.publisher | MAGISTER ILMU PEMERINTAHAN UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | Political Marketing, Prabowo Subianto, Sandiaga Salahuddin Uno, Presidential Election. | en_US |
| dc.title | POLITICAL MARKETING PRABOWO SUBIANTO DAN SANDIAGA SALAHUDDIN UNO DALAM PEMILIHAN PRESIDEN TAHUN 2019 | en_US |
| dc.type | Thesis | en_US |
