STRATEGI PEMASARAN POLITIK PARTAI GOLKAR-GERINDRA DALAM PEMENANGAN WALIKOTA DAN WAKIL WALIKOTA TANJUNGPINANG 2018

Abstract

The Golkar party and the Gerindra party are national parties in Indonesia, in the election of the mayor and deputy mayor of Tanjungpinang in 2018 the Golkar party and the Gerindra party carried the candidate pair Syahrul-Rahma, The background of this research is the political marketing strategy used by the Golkar-Gerindra party in winning Mayor election in 2018 in Tanjungpinang city, this research uses Firmanzah Theory of political marketing 4P (Product, Promotion, Price and Place). Product about the Golkar and Gerindra Party platforms, past records of political parties and candidate candidates as well as personal characteristics of candidate candidates carried by the two political parties, Promotion of the two political parties using media and campaign teams, Promotion of the two political parties using the media and the campaign team, Price is the economic price of the party's psychological price and the price of the party's national image, Place in marketing the distribution of political messages to voters and campaign sites. This research uses descriptive qualitative research method, primary data is conducted by interview and observation process and secondary data is obtained from written reports or publications. The results showed that the political marketing carried out by the Golkar party and the Gerindra party in the election of the Mayor of Tanjungpinang, researchers used the theories of the concept of political marketing. The two coalitions of political parties have applied the principles of political marketing strategies quite well to the community, regeneration and political party brands have become the main roles in selling political marketing for a party.