The Political Marketing Strategy of Mayor and Deputy Mayor of Malang City (A Phenomenological Study on the Success of Mohammad Anton and Sutiaji (Mas) in Winning the Mayor Office)
Abstract
The objectives of this study are to reveal the political marketing strategy carried out by the winning team of Moch. Anton – Sutiaji, Mayor – Deputy Mayor candidate of 2013, and to understand their form of campaign. This study uses qualitative method with phenomenological approach. The findings of the study show that the winning team of the aforementioned pair understand the political marketing environment well. By knowing the need of voter market (society), utilizing the internal force of supporting organization, using the support of big capital (fund), relying on the managerial skill of the candidate, making a huge social investment (generosity), and arranging campaign activities relevant to the need of voter market in the form of holding free religious trip and giving door prize as the stimulant, this pair formed an accurate strategy in winning the office in 2013.
Keywords: political marketing strategy, environment, campaign form
References
[1] Astuti, W. (2008). Peranan Pemasaran Politik Kandidat Dalam Meyakinkan Pemilih Pada Pilkada Kota Malang. Makassar: National Conference on Management Research.
[2] Butler, P. and Collins, N. (2001). Payment on delivery: Recognising constituency service as political marketing. European Journal of Marketing, vol. 35, no. 910, pp. 1026–1037.
[3] Cangara, H. (2009). Komunikasi Politik: Konsep, Teori dan Strategi. Jakarta: Rajawali Pers.
[4] Firmanzah. (2008). Marketing Politik, Antara Pemahaman dan Realitas. Jakarta: Yayasan Obor Indonesia.
[5] Hughes, A. and Dann, S. (2009). Political marketing and stakeholder engagement. Marketing Theory, vol. 9, no. 2, pp. 243–256.
[6] Lock, A. and Harris, P. (1996). Political marketing vive jla difference. European Political Marketing, vol. 30, no. 10/11, pp. 21–31.
[7] Mage, I. R. (2013). Berpolitik Dengan Biaya Murah. Jakarta: Sipil Institut.
[8] Marland, A. (2003). Political marketing in modern Canadian federal elections. Paper for Presentation at the Canadian Political Science Association Conference 2003: Dalhousie University.
[9] O’Cass, A. (1996). Political marketing and the marketing concept. European Journal of Marketing, vol. 30, no. 10/11; ABI/INFORM pp. 37–53.
[10] O’Shaughnessy, N. (2001). The marketing of political marketing. European Journal of Marketing.
[11] Osuagwu, L. (2008). Political marketing: Conceptualisation, dimension, and research agenda. Marketing Intelligent and Planning, vol. 26, no. 7. Emerald Group.
[12] Pantouw and Ignasia, M. S. (2012). Modalitas dalam Kontestasi Politik (Studi Modalitas dalam Kemenangan Pasangan Hanny Sondakh dan Maximiliaan Lomban pada Pemilukada di Kota Bitung Sulawesi Utara 2010). Thesis: Universitas Diponegoro Semarang.
[13] Potincu, R. C. (2009). Features of the socio-political marketing. Bulletin of the Transilvania University of Brasov, vol. 2, no. 51.
[14] Prihatini, E. ( June 2011). Penggunaan Simpul-Simpul Komunikasi Sosial sebagai Strategi Kampanye. Jurnal Ilmu Komunikasi, vol. 8, no. 1, pp. 81–102. Yogyakarta: Universitas Atmajaya.
[15] Smith, G. and Hirst, A. (2001). Strategic political segmentation: A new approach for a new era of political marketing. European Journal of Marketing, vol. 35, pp. 1058–1073.
[16] Stoner, J. A. F. and Freeman, R. E. (1992). Manajemen. Jakarta: Intermedia.
[17] Todorrov, A., Mandizodza, A. N., Gorren, A., et al. (2005). Inferences of competence from face predict election outcomes. Science, vol. 308.
[18] Wulandari, R. (2013). Strategi Kampanye Politik Koalisi Partai Pengusung AfiMukmin dalam Pemilihan Gubernur Tahun 2013. eJournal Ilmu Komunikasi Fisip Unmul.
[19] Yustian, Y. (2008). Strategi Kampanye Politik Calon Incumbent dan Pendatang Baru dalam Pemilihan Kepala Daerah (Studi Kasus: Tim Kampanye Pasangan Danny Setiawan-Iwan Sulanjana dan Ahmad Heryawan-Dede Yusuf Di Kota Bogor, Jawa Barat). Skripsi Program Studi Komunikasi dan Pengembangan Masyarakat Fakultas Pertanian. Bogor: Institut Pertanian Bogor.