ANALYSIS POLITICAL MARKETING STRATEGY OF LEGISLATIVE CANDIDATES OF ISLAMIC PERSPECTIVE

ANALYSIS POLITICAL MARKETING STRATEGY OF LEGISLATIVE CANDIDATES OF ISLAMIC PERSPECTIVE

communication, strategy, political marketing, legislative candidates, islamic perspektive

The number of political parties participating in legislative elections also encourages political parties to get as much public support as possible by effort do political marketing . The presence of political marketing began to be felt after the New Order regime, we began to meet this issue in the 1999 general election where one of the major political parties, PDI Perjuangan, used icons such as "ButetKertaRadjasa" in a political ad that said they would vote "Moncongputih" through children's accents. In the 2014 general election period the wind of change in political marketing was increasingly felt, the slogans used began to be of a variety of simplicities, especially before the election in April 2019. Strategy is the overall approach that will be applied in the campaign, or more easily can be interpreted as an approach taken to lead to a certain condition than at this time which is made based on the analysis of problems and objectives that have been set. Market segmentation is a very important concept in marketing activities. Not only in the context of the market but also for community activities or other non-profit activities. Political Marketing Process According to Adam Nursal's view, using the terms Push Marketing, Pass Marketing, and Pull Marketing is very appropriate to be a strategy in the political marketing of legislative candidates besides the main one is the candidate's faith in the guidance of Al-Qur'an and Hadith.

Universitas Muhammadiyah Bengkulu

Eceh Trisna Ayuh, Faizal Anwar, Ledyawati

Universitas Muhammadiyah Bengkulu

2019/02/14

English