Political marketing strategies in the 2020 local elections (A case study of the single candidacy of Arif Sugiyanto - Ristawati Purwaningsih on election 2020 Kebumen district)

Hanan Widiasmara, Nur Sofyan

Abstract


Reformation makes the political process very dynamic, in the era of political democracy processes in terms of elections will usually be followed by competition by political parties in it. However, the political process that took place in Kebumen District was that all political parties supported one candidate and they were declared to be the only candidate against an empty box. This political phenomenon is very unique in democracy to be studied in depth, especially from the side of the study of marketing politics. The purpose of this study is to describe the Political Marketing Strategy in the single candidacy of the Arif Sugiyanto-Ristawati Purwaningsih pair in the 2020 Kebumen District Local Elections. The research method used in this research is descriptive qualitative with a case study approach, where data collection techniques are carried out by interviewing the three sources and through documentation. The data analysis used is by reducing data, presenting data, and drawing conclusions. The results showed that some of the political marketing strategies carried out by the pair Arif Sugiyanto and Ristawati Purwaningsih such as cultural approaches based on local wisdom culture which in this case was carried out by making the pair Arif Sugiyanto and Ristawati Purwaningsih as a combination of cultural sides drawn in nationalist politics and religiosity politics, Push Political Marketing by utilizing billboards and creating campaign slogans "Sesarengan Membangun Kebumen" as an identity booster, Pull Political Marketing carried out information-based campaigns and advertisements in the mass media, and the last is on Pass Political Marketing where the pair Arif Sugiyanto and Ristawati Purwaningsih associate community leaders and parties as supporters.  

Keywords: Political Marketing, 2020 Local Elections, Push Political Marketing, Pull Political Marketing, Pass Political Marketing


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References


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DOI: https://doi.org/10.26555/adiccom.v1i1.14367

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