STRATEGI MARKETING MIX DALAM KAMPANYE PEMENANGAN PEMILIHAN KEPALA DAERAH (Studi Deskriptif Pada Tim Pemenangan Haryadi Suyuti–Imam Priyono dalam Pemilukada Kota Yogyakarta Tahun 2011)

BADRUL MUNIR , NIM. 06730032 (2012) STRATEGI MARKETING MIX DALAM KAMPANYE PEMENANGAN PEMILIHAN KEPALA DAERAH (Studi Deskriptif Pada Tim Pemenangan Haryadi Suyuti–Imam Priyono dalam Pemilukada Kota Yogyakarta Tahun 2011). Skripsi thesis, PERPUSTAKAAN UIN SUNAN KALIJAGA.

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Abstract

In 2004 for the first time Indonesia carried out the direct presidential election with independent and open by the people of the nation and ended the long history of presidential elections through the Assembly. Election of 2004 was also accompanied by the emergence of new phenomena in the political dynamics of Indonesia, namely the politics of images through a political marketing with a surprise victory of Susilo Bambang Yodhoyono (SBY) - Jusuf Kalla (JK) as The Black Stallion (Kuda Hitam). After succeding the general election, Indonesia conducted the direct election of local heads in 226 regions and provinces. Unlike the 2004 election, in the 2005 election strategy of political marketing has not been widely used to winning campaigns, but in the following year of 2010 election, political marketing strategy came into use as a strategy of winning elections. One of them was in the city of Yogyakarta in 2011 election which was won by Haryadi Suyuti - Imam Priyono (HS-IP). The victory of them was due to the tight application of the political marketing strategies. The HS-IP’s victory will be a field research object with question 'how the applications of the Marketing Mix by the winning team of HS-IP run in a winning campaign of the General Election of Yogyakarta City in 2011?. Marketing Mix (4Ps) consists of four elements: (a) Product, (b) Price, (c) Place, and (d) Promotion. The type of research is a descriptive qualitative research with descriptive-evaluative method. The image of HS-IP, the most experienced and truly pro-establishment of the Yogyakarta palace and supported by it, is a major theme of their campaign images, besides the populist programs. The candidate was to strengthen the systems and infrastructures of winning by forming a network of volunteers and party cadres in grassroots level to support the process of the candidate’s marketing in order to be accessible to all levels of society. The undertaken strategy of direct election campaign which is more economical executed through a socialization and direct dialogue with the society that is reinforced with the media campaigns.

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