Strategi Partai Gerakan Indonesia Raya (Gerindra di Pemilihan Umum 2014 :(Studi pada DPD Gerindra Provinsi Riau).

Agung Wicaksono, Ratnawati

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

ABSTRACT On the 2014 election in the Province of Riau, a very enormous result was pleased the party of Gerindra. There was a significant enhancement in the result of vote for the party compared with the previous election in 2009. This research aims to analyze the winning strategy applied by the party on the 2014 election. The strategy was framed with Political Marketing approach as the concept of its political strategy which consist of segmentation, targeting and positioning stages. The study itself uses case study as the method. The primary data source was obtained through interviews with several political figures of the party of Gerindra. The researcher has only limited the resource on the structure of DPD of Gerindra of Riau because it is the most powerful structure in the province of Riau and it thoroughly understand about the winning strategy at the level of Council District / City, Provincial and House of Representatives / DPR – RI. The research results that there was a voting group segmentation done by Gerindra through geographical, demographics and Behavior segmentation. These steps of segmentation intends to selects and know how to approach the group of voters. At the targeting step, Gerindra uses straitened people as well as young voters and Prabowo’s admirer as their main target of voters. At the positioning step, Gerindra embed a variety of imaging such as the Prabowo Subianto’s party, the People’s party and the Bearer of Democratic Economy party. All of these plans were comprehensively implanted through various mass media. Nevertheless, Gerindra always put in their jargon, ‘Gerindra Menang, Prabowo Presiden!’ on each of their campaigns. This research also found that Gerindra uses their candidate’s potential power to gain votes. Most of the party’s candidates were very popular and this is the important power owned by Gerindra. In approaching the community, Gerindra often uses ‘Door to Door’ strategy in several regions. The party always encourage their cadres to employ the ‘Prabowo Effect’ and make a full use of each of candidate’s relation. Keywords: Political strategy, Political Marketing, Party of Gerindra

Kata Kunci : Pemilihan Umum: Public Relations - Strategi