Pertarungan Menjadi Wakil Rakyat:(Studi kasus Marketing Politik Hanafi Rais pada Pemilu Legislatif 2014 di DIY

Yuda Pamungkas, Nur Azizah

2015 | Skripsi | Politik dan Pemerintahan (dh. Ilmu Pemerintahan)

ABSTRACT This research was trying to see the candidates’s battle in the seizure of the member of the parliament’s position. Especially, it was observed from the point of view of political marketing presented by Hanafi Rais who competed to be the representation from the Special Region of Yogyakarta for DPR RI. It was a high competition which was shown in the 2014’s Legislative Election for the eight positions of DPR RI from the Special Region of Yogyakarta. To face the fierce competition, every single candidate had his/her own potent strategy to win. It was no esception for Hanafi Rais himself. The political marketing strategy was turned to be the main weapon for drawing attention from the people of DIY. Generally, political marketing is an idea of marketing which applied for the political activities. The main goal is influencing the public response of a certain poiltical product. In the other word, political marketing can be understood as the process of analysis, planning, and implementation of a political product in the society. In this research context, political marketing that has done by Hanafi Rais is an effort of analysis, planning, implementation, and mastery of the campaign programme designated by the marketing science. The aim was for drawing the attention of DIY’s people to choose him at the election. To understand this specific phenomenon, the case study method was chosen. Hanafi Rais as the main object of the research was placed at the position of the primary informant. Besides, there was informants from the circle of Hanafi Rais’ campaign team as the another source of data collection. The research was done at the Special Region of Yogyakarta (DIY) because Hanafi Rais was the candidate from DIY at the 2014’s Legislative Election. Generally, Hanafi Rais’s campaign consisted of two phases. The first phase was the planning of political marketing and the second one was the implementation. The planning phase itself consisted of segmenting, targeting, and positioning process. The first phase making process involved Hanafi Rais himself and his special team. The planning process involved analysis of the voters, deciding the target of the voters, and building the poltical imagery. The sequence of stages then implemented in the Hanafi Rais’ campaign implementation. The implementation process was manifested at the various forms of campaign medias. In this phase, almost all of the medias was used by Hanafi Rais. The most active and effective media was the special event of a television programme called “Pangkur Jenggleng” in TVRI Jogja. The success of the political marketing made Hanafi Rais the winner of the 2014’s Legislative Eelection in DIY. It became such a great hope for the future of political marketing in Indonesia. The improvement of the people knowledge of their political choice was a good beginning to the political marketing improvement itself in the future. Therefore, this strategy could be the main alternative to introduce and socialize a political product. Key words : Political Marketing, Election, Hanafi Rais.

Kata Kunci : Pemilu; Marketing Politik