ANALISIS STRATEGI MARKETING POLITIK DALAM MEMBANGUN BRANDING POLITIK PADA PEMILU 2019 (STUDI PADA PEMILU LEGISLATIF PARTAI SOLIDARITAS INDONESIA)

• Main Author: Farid Abiyyu Naufal, (Author)
• Format: Book
• Published: 2023-01-11.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upnvj.ac.id/23496/1/ABSTRAK.pdf; http://repository.upnvj.ac.id/23496/2/AWAL.pdf; http://repository.upnvj.ac.id/23496/3/BAB%201.pdf; http://repository.upnvj.ac.id/23496/4/BAB%202.pdf; http://repository.upnvj.ac.id/23496/5/BAB%203.pdf; http://repository.upnvj.ac.id/23496/6/BAB%204.pdf; http://repository.upnvj.ac.id/23496/7/BAB%205.pdf; http://repository.upnvj.ac.id/23496/8/BAB%206.pdf; http://repository.upnvj.ac.id/23496/9/DAFTAR%20PUSTAKA.pdf; http://repository.upnvj.ac.id/23496/10/RIWAYAT%20HIDUP.pdf; http://repository.upnvj.ac.id/23496/11/LAMPIRAN.pdf; http://repository.upnvj.ac.id/23496/13/HASIL%20PLAGIARISME.pdf; http://repository.upnvj.ac.id/23496/12/ARTIKEL%20KI.pdf
• Keywords: JA Political science (General); JF Political institutions (General)

This research analyzes the political marketing strategy of the Partai Solidaritas Indonesia (PSI) in building and strengthening its branding towards the 2019 elections. The purpose of this study is to find out what factors make PSI build branding as a youth party, besides that to understand the strategy carried out by PSI in carrying out political marketing whose branding is attached to public perception. This study uses the theory of political marketing strategy and political branding. In conducting this research, the authors used Adman Nursal's political marketing strategy theory, in which the theory includes Pull Political Marketing, Push Political Marketing and Pass Political Marketing. The method used is descriptive qualitative using primary and secondary data including interviews, documentation, and literature study. The author also uses 4 stages of data analysis including data collection, data reduction, data presentation, and drawing conclusions. This research using descriptive qualitative method displays the results of research that PSI political marketing/ marketing is quite effective in building its branding. Although PSI uses more of two political marketing strategies, namely push political marketing and pull political marketing. Although there are obstacles faced by PSI, namely the lack of specific mapping and the spread of hoaxes about PSI, and the lack of using influential organizations so that this can be a reference for further research.