Marketing Politik Kampanye Religius Pemilu di Indonesia

[Politik dan agama seperti tidak terpisah belakangan ini, kesalehan dan kereligiusan politisi ataupun partai politik seperti menjadi keharusan, Agama kuatsebagai doktrin dan legitimasi, dan politik membutuhkan agama sebagai alat legitimasi untuk mencapai eksistensi, kekuasaan, dan menjaring suara serta simpati masa. Akhirnya spiritualitas dan simbol keagamaan menjadi produk politik dan domain khas atau khusus yang menjadi identitas politisi dan partai politik lalu kemudian dikenalkan kepada khalayak yang disebut sebagai political marketing. Artikel ini bertujuan untuk memahami lebih jauh wacana politik dengan kemasan simbolik keagamaan pada poster caleg PKS yang dijadikan sebagai alat kampanya untuk mempengaruhi pilihan publik. pendekatan didalam artikel ini menggunakan analisis semiotika untuk membedah simbol-simbol yang berada dalam poster-poster kampanye politik caleg di media sosial. Sehingga Semiotika mencoba untuk membongkar tanda yang memiliki makna di dalam kehidupan sosial maupun kehidupan politik. Adapun, metode yang digunakan dalam artikel ini adalah metode kualitatif yang bersifat deskriptif analitis, dengan metode pengumpulan data menganalisis poster-poster kampanye di media sosial Instagram pada akun @pkstangerang. Kesimpulan penelitian, yakni: politik keagamaan eksis karena peranan agama yang mampu menyentuh sisi emosional dari manusia, dalam akun @pkstangerang kebanyakan postingannya tidak terlepas dari unsur spiritualitas agama dan doktrin agama, saat melakukan kampanye dalam pemilihan legislatif juga tidak terlepas dari simbol dan narasi agama atau simbol kesalehan. Contohnya caleg yang mengenakan kopiah, baju koko, dan memegang kitab Marketing Politik Kampanye Religius Pemilu di Indonesia Vol. 6 Nomor 2, Juli-Desember 2021 151 fiqih. Untuk itu istilah politik keagamaan dalam dunia politik atau pemilu legislatif sebagai istilah kampanye religius yang menggambarkan religiusitas dalam politik sebagai cara political marketing.Politics and religion have become inseparable in recent times, piety and religiosity of politicians or political parties have become imperative, religion isstrong as doctrine and legitimacy, and politics requires religion as a legitimacy tool to achieve existence, power, and gain votes and sympathy from the masses. Finally, spirituality and religious symbols become political products and distinctive or special domainsthat become the identities of politicians and political parties and are then introduced to the public which is known as political marketing. This article aims to further understand political discourse with religious symbolic packaging on PKS candidate posters which are used as a campaign tool to influence public choice. The approach in this article uses semiotic analysis to dissect the symbols in the political campaign posters of candidates on social media. So Semiotics tries to dismantle signsthat have meaning in social life and political life. Meanwhile, the method used in this article is a qualitative descriptive-analytical method, with the data collection method analyzing campaign posters on Instagram social media on the @pkstangerang account. The conclusion of the study, namely: religious politics exists because of the role of religion that can touch the emotional side of humans, in the @pkstangerang account most of the posts can not be separated from elements of religious spirituality and religious doctrine, while campaigning in legislative elections are also inseparable from religious symbols and narratives or symbol of piety. For example, candidates who wear a skullcap, Koko shirt, and hold a book of fiqh. For this reason, the term religious politics in politics orlegislative elections is a religious campaign term that describes religiosity in politics as a way of political marketing.]

The Role of Communication in the Process of Forming Market-Oriented Party (Mop): Its Importance and Approaches

This paper discusses the role of communication in the process of market-oriented political modeling. Our theoretical framework benefits from the idea of Lees-Marshment’s model, there are three types of parties that can help meet voters’ needs: product-oriented party (POP), sales-oriented party (SOP) and market-oriented party (MOP). The focus here is MOP, which means developing political policies on the ground of voters’ needs to gain from the voter “market”. The MOP approach relies heavily on effective party-voter communication, before, during and after an election. Specifically, the communication aspect in the process of the MOP approach is discussed, which covers political marketing as a social or communication process in image-building and different approaches in such communication. Various communication modes in gathering voter information are compared in terms of advantages and disadvantages, especially in trust-building and two-way (both verbal and non-verbal) communications. Lastly, a section related to political canvassing is also presented.

The Implication of Digital Marketing that Influence the Political Decision to Vote

The intention of this research is to understand how did the winner of the election win the heart of the prospective voters and which of the variables that has the highest influence on the decision to vote for the candidate, the respective variables are: positioning and social media marketing towards the decision to vote in relating to the political marketing as the intervening variable. The data was collected from the distribution of questionnaire, the population are the voters of the election in West Java, Indonesia. This research is using Purposive Sampling as the data processing and the analysis tool is using Partial Least Square. The results indicate that both positioning and social media marketing have positive and significant effect towards political marketing, and the variable of positioning have the most significant influence towards decision to vote compare to social media marketing. The results show that the positioning of a candidate is very important to engage the decision of the voters to vote for them. Eventhough the social media marketing is also playing an important part to engage their voters.

Specific features of using social media in presidential campaigns in 2016 and 2020 in the USA: a comparative analysis

The purpose of this article is to analyze the experience of using social networks as a political marketing tool in the US presidential elections. This article partially touches upon the global topic of marketization and digitalization of both the political process in general and at the level of the US presidential election. The paper highlights the changing role of social media as a policy tool, which today has become not only a tool for distributing content, but also one of the tools for analyzing data from the electorate. The author explores the possibilities of social networks, their strengths and weaknesses and development prospects in the field of political marketing. The work touches upon the role of social networks in the formation of «Electronic Democracy», their impact on the candidate's image and the relationship with the personalization of politics in the United States. The main method in the article is comparative analysis. The result was the definition of the role, key features of the mentioned social networks in the field of modern politics. A certain theoretical contribution is seen in the argumentation of the following observations: the speed of interaction between the candidate and the voter through social networks has increased, in addition, the area of image-making has been partially «digitalized». It was revealed that technologies of information influence on American voters, which positively influenced the results of the 2016 presidential election for the Republican candidate, lowered D. Trump's ratings during the 2020 elections.

STRATEGI PEMENANGAN CALEG PARTAI GERINDRA DALAM PEMILU LEGISLATIF 2019: STUDI KASUS BAMBANG PUJIANTO DAPIL 2 SIDOARJO

The present study discusses the strategy of winning the Gerindra party candidates in Sidoarjo. In this case the problem that occurs is the struggle for the seat of Si- doarjo regency DPRD. In this thesis the researcher will explain the winning strat- egies, challenges and obstacles during the campaign process of the Gerindra party candidates. Seeing within the framework of the theory of Firmanzah which states that political marketing is divided into 4 programs (4P) namely: Product, Promo- tion, Price, Place. In this research, it will be seen how the winning strategy carried out by the Gerindra party candidates (Bambang Pudjianto) in electoral districts 2 of Sidoarjo regency, where he is an incumbent candidate who has advanced as a people's representative. His strategy is to rely on 3 products of political jargon; # win us, the medical check-up program and aspiration stalls that reap the enthusias- tic response of citizens. With the strategy carried out by Bambang Pudjianto, he succeeded in attracting the sympathy of the people so that he was re-elected as the sidoarjo district parliament.

In varietate concordia?! Political parties’ digital political marketing in the 2019 European Parliament election campaign

This article provides the first comprehensive analysis of how parties across 28 countries use digital political marketing on Facebook by drawing on the example of the 2019 European Parliament election. We introduce a theoretical model of political Facebook marketing and compare the paid media activity (sponsored posts, ads) of 186 parties to their owned media (posts) and earned media (user reactions, comments, shares). Our results concerning cross-country patterns indicate that differences in European parties’ paid media activity exist and only a few parties leverage sophisticated targeting strategies. Regarding temporal dynamics, we find that paid media is used to supplement owned media during similar campaign phases. In terms of engagement-triggering effects, we show that sponsoring posts is a suitable tool to increase earned media. Overall, paid media activity on Facebook is largely embedded into parties’ overall marketing strategy and national countries’ regulatory settings. Our results have implications for the understanding of public opinion, voting behaviour and the regulations of elections in modern European democracies.

Political Marketing in the 2019 Local Election: A Case of the Indonesia Solidarity Party in the Legislative Election in Jakarta

The 2019 Simultaneous General Election was the first election joined by the Indonesia Solidarity Party (Partai Solidaritas Indonesia or popular as PSI) to compete. In the domain of the Regional House of Representatives, the party won the most seats in the Province of the Special Capital Region of Jakarta compared to other provinces that were won by the PSI. This study aims to determine the efforts and strategies used by the Indonesia Solidarity Party, especially in the Province of Jakarta, as well as the image that was generated during the 2019 Simultaneous General Election to the public so that they could win the most seats of the Regional House of Representatives from all other provinces. This study focuses on the realm of political communication and uses the 4Ps political marketing theory (product, promotion, price, place) which was adapted from the marketing theory by Firmanzah. This study also uses a qualitative approach with case study method. The results of the research found that Jakarta Indonesia Solidarity Party focused more on candidates’ campaigns rather than promoting the party as an institution. The use of digital media as a means of promotion during the campaign period was also carried out by the Indonesia Solidarity Party, but conventional methods such as the usage of banners, blusukan (face to face visit) activities, and the distribution of merchandise to the public were also carried out in the context of political marketing by Jakarta Indonesia Solidarity Party. Received: 11 March 2021 / Accepted: 19 June 2021 / Published: 5 September 2021

Political Marketing: Measurement Parameters of the Concept of Social Value in Possible Presidential Pre-Candidates, Elections 2021, Chimborazo, Ecuador

This research sought to determine what parameters of social value should be met by potential presidential candidates through an analysis of political marketing. Qualitative and quantitative approaches were used, at a descriptive, observational and prospective level, with a non-experimental cross-sectional design. Inductive, deductive, analytical, synthetic and semantic methods were used in documentary review and preparation of the conclusions. The objective was to determine the parameters of social value used by voters to evaluate the acceptance / rejection of six possible candidates. The investigation was limited to the province of Chimborazo, Sierra region, after the events of October 2019. The seven social value parameters established by policy experts were: credibility, political background, honesty, professional training, leadership, charisma and tolerance. The results showed a preference in the Chimborazo province for the left-wing political parties and candidates. We conclude that the chimboracenses voters comparatively determined their perception of acceptance / rejection of candidates visible after the national strike in October 2019 using seven predetermined parameters. Keywords: concepts of value, pre-candidates, political marketing, candidate, political parties. Resumen La investigación buscó determinar que parámetros de medición del concepto valor social debería cumplir los posibles precandidatos presidenciales mediante un análisis de Marketing Político, la investigación de enfoque cualitativo y cuantitativo, de nivel descriptivo, observacional y prospectivo, de diseño transversal no experimental, se aplicó los métodos: inductivo, deductivo, analítico, sintético y semántico en la revisión documental y elaboración de las conclusiones. El objetivo de la investigación fue determinar los parámetros de medición del concepto valor social para evaluar la aceptación/rechazo de los electores en seis posibles precandidatos, la investigación muestra limitación en la provincia de Chimborazo, región sierra, luego de los hechos sucedidos el pasado octubre-2019. Los parámetros identificados en el concepto valor social fueron establecidos por expertos en política definiéndose siete: credibilidad, antecedentes políticos, honradez, formación profesional, liderazgo, carisma y tolerancia. Los resultados avizoran un buen posicionamiento en la provincia de Chimborazo hacia los candidatos y partidos políticos de izquierda. Se concluye que, los electores chimboracenses en forma comparativa determinaron su percepción de aceptación/rechazo en 7 parámetros descritos en los precandidatos que se visibilizaron después del Paro Nacional de octubre 2019. Palabras clave: conceptos de valor, pre-candidatos, marketing político, candidato, partidos políticos.