KOMUNIKASI PEMASARAN POLITIK PARTAI GERAKAN INDONESIA RAYA PADA PEMILU 2014

ZULHEFI, ZULHEFI (2017) KOMUNIKASI PEMASARAN POLITIK PARTAI GERAKAN INDONESIA RAYA PADA PEMILU 2014. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini berjudul “Komunikasi Pemasaran Politik Partai Gerakan Indonesia Raya Pada Pemilu 2014. Latar belakang masalah diawali dengan keikutsertaan Partai Gerindra pada Pemilu 2009. Dengan berbagai masalah yang dihadapi Partai Gerindra pada Pemilu 2009, Partai Gerindra mampu mendapatkan perolehan suara sebesar 4.646.406 suara atau 4,5% yang setara dengan 26 kursi DPR RI. Penambahan suara tersebut semakin meningkat pada Pemilu 2014, yakni 14.760.371 suara atau 11,81%, yang equivalen dengan 73 kursi DPR RI. Adapun rumusan masalah dalam penelitian ini adalah Bagaimana Komunikasi Pemasaran Politik Partai Gerindra Pada Pemilu 2014. Sedangkan tujuannya adalah untuk menganalisis Komunikasi Pemasaran Politik Partai Gerindra Pada Pemilu 2014. Dalam penelitian ini, teori yang digunakan adalah Komunikasi Politik, Komunikasi Pemasaran, Komunikasi Pemasaran Politi, Segmentasi, Targeting dan Positioning (STP), Strenght, Weakness, Opportunity dan Treath (SWOT). Dalam penelitian ini, peneliti juga menggunakan Media Massa sebagai implementasi dari Komunikasi Pemasaran Politik Partai Gerindra Pada Pemilu 2014. Metode penelitian ini adalah studi kasus dengan pendekatan deskriptif kualitatif. Penelitian ini menggunakan paradigma post positivisme. Teknik pengumpulan data dilakukan dengan wawancara secara mendalam dengan key informan dan informan serta melakukan observasi dan studi kepustakaan. Dari hasil penelitian dan pembahasan, Komunikasi Pemasaran Politik Partai Gerindra Pada Pemilu 2014 adalah menonjolkan ketokohan Ketua Dewan Pembina Partai Gerindra, Prabowo Subianto untuk mendulang suara. Partai Gerindra mampu menggabungkan Komunikasi Pemasaran, Komunikasi Politik STP, SWOT yang berkaitan dengan tipologi pemilih dan penggunaan media massa yang tepat. Partai Gerindra juga mampu meyakinkan masyarakat dan mengajak tokoh-tokoh berpengaruh baik di tingkat lokal maupun tingkat nasional untuk masuk ke Partai Gerindra sehingga menambah perolehan suara secara signifikan. This research is entitled "Political Marketing Communications of Gerindra (Indonesia Raya Movement) Party in 2014 General Elections”. The research used the first participation of Gerindra Party in 2009 General Elections as background of the research. Despite facing many problems in the general elections, Gerindra Party managed to win the hearth of 4,646,406 voters or 4.5% of the total votes casted nationally, giving it the right to post 26 representatives in the House of Representatives (DPR RI). In 2014 General Elections, the Party successfully increased the votes to become 14,760,371 or 11.81%, which was equivalent to 73 seats in the House of Representatives. The problem statement of this Research is: How Gerindra Party Organized its Political Marketing Communications in 2014 General Elections. And the purpose of the research is to analyze the Political Marketing Communications of Gerindra Party in 2014 General Elections. In this research, the theories being used among others are Political Communications, Marketing Communications, Political Marketing Communications, Segmentation, Targeting and Positioning (STP), including Strength, Weakness, Opportunity and Threat (SWOT). In addition, the Researcher also collected relevant news from Mass Media and then studied such news in order to find out the patterns of Political Marketing Communications of the Party. The research method being applied herein was case study with descriptive qualitative approach using post positivism paradigm. The data were collected by means of in-depth interview with key informants and secondary informants, and by making observations and doing library research. The results of research and discussions show that Political Marketing Communications of Gerindra Party in 2014 General Elections mainly focused on the prominent figure of Mr. Prabowo Subianto, the Chairman of the Board of Trustees of Gerindra Party. The votes from the voters were successfully gained by combining Marketing Communications, Political Communications, Segmentation, Targeting and Positioning (STP), including Strength, Weakness, Opportunity and Threat (SWOT). All of which were designed by presenting the figure and image of Prabowo Subianto in such a way that it can be easily absorbed by typology of the voters and supporters of the Party, and such communications material was

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