IRAWAN, AKMAL (2019) KOMUNIKASI PEMASARAN POLITIK DALAM MERAIH KEMENANGAN PILEG 2014 (STUDI KASUS: ANGGOTA DPR RI, Dr. Ir. H. LILI ASDJUDIREDJA, S.E.,Ph.D.). S2 thesis, Universitas Mercu Buana.
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Abstract
Birth of Law No. 12 of 2003 concerning the Election of Members of the DPR, DPR and DPRD to make changes to the Pileg system with the most votes mechanis. In the 2014 legislative election, many incumbents who were also members of the DPR failed to regain their positions as members of the Board. However, it is different, with Lili Asdjudiredja who can maintain a position of 3 periods including the results of the 2014 legislative election. So that this study aims, to analyze the Winning Strategy used by Lili Asdjudiredja through the application of political Marketing Communication to win the 2014 legislative election victory. This type of research is qualitative with a case study approach method that uses the framework of Political Marketing Communication with the Niffenegger Model in the form of 4P Political Marketing Mix (Product, Promotion, Price and Place), SWOT Analysis and Political Marketing Strategy. The main conclusion is that Lili Asdjudiredja has an image, character and a good figure in the community both individually and as a member of the Republic of Indonesia Parliament. From the results of the analysis, the strategies used by Lili Asdjudiredja in winning the 2014 Pileg include: Attractive Strategy, delivery of political messages through dialogue and direct visits with a clear mechanism of segments and targets; Tie Strategy, Submission of political messages by involving other people starting from Family, Organization, Management of Regional Golkar Party to Community Leaders; Collaboration Effect Strategy, delivery of political messages by involving all elements possessed both individually, brokers and successful teams and witnesses. Keywords: Members of Parliament, Political Marketing Communication, Attractive Strategy, Tie Strategy, Collaboration Effect Strategy. Lahirnya UU No. 12 Tahun 2003 tentang Pemilu Anggota DPR, DPR, dan DPRD membuat terjadinya perubahan sistem Pileg dengan mekanisme suara terbanyak. Dalam pileg 2014, banyak petahana yang juga anggota DPR gagal meraih posisinya kembali sebagai anggota Dewan. Namun berbeda, dengan Lili Asdjudiredja yang justru dapat mempertahankan posisi sebanyak 3 periode termasuk dari hasil Pileg 2014. Sehingga dalam Penelitian ini bertujuan, untuk menganalisis Strategi Pemenangan yang digunakan Lili Asdjudiredja melalui penerapan Komunikasi Pemasaran Politik dalam meraih kemenangan Pileg 2014. Jenis penelitian ini adalah kualitatif dengan metode pendekatan studi kasus yang menggunakan kerangka teori Komunikasi Pemasaran Politik dengan Model 4P Niffenegger Bauran Pemasaran Politik (Product, Promotion, Price dan Place), Analisa SWOT dan Strategi Pemasaran Politik. Kesimpulan utamanya adalah Lili Asdjudiredja memiliki citra, ketokohan dan sosok yang baik di masyarakat baik secara Individu maupun sebagai anggota DPR RI. Dari hasil Analisa, Strategi yang digunakan Lili Asdjudiredja dalam memenangkan Pileg 2014 meliputi: Strategi Pikat (Attractive Strategy) adalah penyampaian pesan politik melalui dialog dan kunjungan langsung dengan mekanisme segmen dan target yang jelas; Strategi Ikat (Tie Strategy) adalah penyampaian pesan politik dengan melibatkan orang lain mulai Keluarga, Organisasi, Pengurus Partai Golkar Daerah hingga Tokoh Masyarakat; Strategi Kolaborasi Efek (Effect Collaboration Strategy) adalah penyampaian pesan politik dengan melibatkan semua unsur yang dimiliki baik secara Individu, Perantara, maupun Team sukses dan saksi. Kata Kunci : Anggota DPR, Komunikasi Pemasaran Politik, Strategi Pikat, Strategi Ikat dan Strategi Kolaborasi Efek
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CD/552. 19 056 |
| NIM/NIDN Creators: | 55216120011 |
| Uncontrolled Keywords: | Anggota DPR, Komunikasi Pemasaran Politik, Strategi Pikat, Strategi Ikat dan Strategi Kolaborasi Efek |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 06 Jan 2022 04:21 |
| Last Modified: | 04 Apr 2022 03:38 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/53715 |
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