Strategi Marketing Partai Politik di Pemilu:(Studi tentang Strategi Marketing Politik Partai Amanat Nasional Kabupaten Banjarnegara dalam Memenangkan Pemilu Legislatif 2009)

Tangguh Ari Wibowo, Nur Azizah

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

ABSTRACT The successful of PAN became the winning party in election at Banjarnegara district on 2009 is an interesting political phenomenon. Because of his victory party is able to undermine the dominance of the New Order era that had been entrenched in Banjarnegara. Therefore, knowing how political marketing strategy which is run by PAN to the election winning party to be interesting to study. Because by looking strategy has executed, the strategy expected to give a lesson on the workings of the party in reproducing and power maintaining. Moreover, the use of a marketing strategy by the PAN itself is a novelty in the world of politics. Because the science of marketing is synonymous with the discipline of economics it is adopted as a method of political approach to the voters. The marketing science application used especially to assist the party in order to be better get to know the people they represent or are targeted at the general election approaches. It is also used to construct and design a campaign strategy in order to convince voters that his political superior product can compared with competitors. In doing qualitative research methods with techniques chosen case studies to better understand how to adapt and renew PAN strategy of winning the elections. The option to use a marketing approach in its efforts to achieve victory also adapted to the characteristics of the community. So that in its implementation, the approach put forward is the direct interaction, create dialogue forum, and word of mouth as a way to get closer to the people. Although many challenge to be faced, ranging from the number of political rivals, electoral system always changes and pragmatic voters. However, the implementation of marketing strategies that are consistently applied turned out to have a positive impact with the more political support. This can be seen from the achievement of the vote that has always increased in any elections that followed. Finally, the marketing strategy application has positive results for the party. Because PAN was got the eight seats in Banjarnegara parliament as a winning party on 2009. All these achievements cannot be separated from the success parties in maintaining the support that has been received and always trying to reproduce the new support from the community. So that gradually the support of the parties can continue to grow at fierce political competition faced.

Kata Kunci : Pemilihan Umum Legislatif; Partai Politik