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

Abstract

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.