Strategi Marketing Politik Kang Erwin Calon Walikota Bandung 2024 dalam Penyebaran Pamflet
Abstract:
Purpose: The purpose of writing this article is First, to find out the "Branding, Positioning and Segmenting" strategy used by the Bandung City PKB team in marketing Kang Erwin via Instagram in the 2024 Election. Second, to find out the response of Bandung residents in the field to the pamphlets distributed by Kang Erwin via Instagram during the momentum of Ramadhan 1444 H
Methodology/approach: This article uses a qualitative descriptive analysis research method using primary data collection techniques, namely virtual observation, interviews, and documentation with a virtual ethnographic approach that is non-participatory in nature, while secondary data is in the form of books, scientific articles, theses which are still relevant in this study. The virtual observation technique used is observation on the PKB Bandung City Instagram media. Regarding the interview, the resource person in this article is Kang Erwin as the Candidate for Mayor of Bandung 2024, the informant in this article is a resident of the city of Bandung, and the interview technique used is a semi-structural interview, while the interviews were conducted on 8-10 June 2023. Subjects in This research is Kang Erwin and the object of this research is the Instagram media platform as a marketing strategy tool.
Results/findings: The findings in this article are First, Branding Strategy. During the momentum of Ramadhan 1444 H, Kang Erwin through his Instagram account @pkb_bandung actively distributed campaign pamphlets with Ramadan nuances, the "branding" that was characteristic of Kang Erwin was that he always used the same personal photo, used Islamic attributes (white Muslim dress, wearing a turban , and black cap). Second, Positioning Strategy. Kang Erwin as Candidate for Mayor of Bandung 2024 uses Sundanese in the slogan used is "PKB Kahiji, Bandung Ngahiji" and PKB reflects political parties that are both religious and nationalist. Third, Segmenting Strategy. kang Erwin Candidate for Mayor of Bandung 2024 seeks to provide benefits to various levels of society, seeks to restore the dignity of the City of Bandung, namely Paris Van Java, a city of flowers, a city that is safe, peaceful, and conducive, fixing poverty by strengthening the micro-economy, and providing ambulance facilities on an ongoing basis free to the people of Bandung who need it. Then based on research conducted using field interviews on the response of Bandung city residents regarding the distribution of the Ramadhan 1444 H pamphlet by Kang Erwin on the Instagram social media @pkb_bandung that, the response of Bandung city residents was less than one million, because dominant Bandung city residents considered the campaign
in the holy month of Ramadan 1444 H is unethical and considered to have tarnished the sacred month of Ramadan as a momentum to increase taqwa, get closer, and ask forgiveness from Allah, not for political momentum, so that Ramadan will be according to its nature.
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- Al-Ghazali. (1946). Ihya Ulumuddin (Jilid 1). Mesir: Mustafa Al-Babi Al-Halabi wa Auladuh.
- Aminah, S. (2015). Political Branding Menggunakan Simbol Keagamaan Dalam Iklan Politik PKB Di Televisi. UIN Walisongo.
- Andrias, M. A., & Nurohman, T. (2013). Partai Politik Dan Pemilukada (Analisis Marketing Politik Dan Strategi Positioning Partai Politik Pada Pilkada Kabupaten Tasikmalaya). Jurnal Ilmu Politik Dan Pemerintahan, Vol. 3(No. 1), 352–371.
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- DK. (2023). Wawancara pada 10 Juni 2023. Bandung.
- Erwin. (2023). Wawancara bersama Kang Erwin. Bandung.
- Fadillah, F. (2019). Makna Dibalik Baju Putih Jokowi-Ma’ruf Amin. Beritacenter.Com. Retrieved from Makna Dibalik Baju Putih Jokowi-Ma’ruf Amin (beritacenter.com)
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- Firmanzah. (2007). Komunikasi Politik: Media Massa dan Kampanye Pemilihan. Yogyakarta: Jalasutra.
- Hendrizal. (2021). Sosok H. Erwin Affandie, SE Dimata Jurnalis Top Wag Kota Bandung. SERGAP.CO.ID.
- Heryanto, G. G. (2013). Komunikasi Politik: Sebuah Pengantar. Bogor: Ghalia Indonesia.
- Heryanto, G. G. (2018). Media Komunikasi Politik: Relasi Media di Panggung Politik. Jakarta: IRCiSoD.
- Hine, C. (2015). Ethnography for Internet. Embedded, Embodied, and Every day. New York: Bloomsbury Academic.
- IY. (2023). Wawancara pada 9 Juni 2023. Bandung.
- Kolter, P. (2010). Manajemen Pemasaran (Jilid 1). Jakarta: PT. Prenhallindo.
- Laily M, R. N. (2020). Mengenal Makna Lebaran Ketupat, Simbol Kebersamaan dan Kasih Sayang. Merdeka.Com. Retrieved from https://www.merdeka.com/jatim/mengenal-makna-lebaran-ketupat-simbol-kebersamaan-dan-kasih-sayang.html
- Lestari, S. (2020). Strategi Tim Kampanye Partai Kebangkitan Bangsa (PKB) Dalam Pemenangan Joko Widodo dan Ma’ruf Amin Melalui Media Sosial Di Pilpres 2019. UIN Syarif Hidayatullah Jakarta.
- Martaon, A. T. (2021). Ini Makna Peci Hitam Bung Karno. Medcom.Id. Retrieved from https://www.medcom.id/nasional/politik/ob3eqvyK-ini-makna-peci-hitam-bung-karno
- Mauser, G. A. (1983). Political Marketing: An Approach to Campign Strategy. New York: Preager.
- MH. (2023). Wawancara pada 8 Juni 2023. Bandung.
- Munthe, N. K. B., Lubis, D. A., & Marzuki. (2022). Pemasaran Politik dalam Media Sosial (Studi Political Marketing Pilkada Serdang Bedagai 2020 melalui Facebook). Journal Hijaz: Jurnal Ilmu-Ilmu Keislaman, Vol. 1(No. 4), 1–5. https://doi.org/https://doi.org/10.57251/hij.v1i4.437
- Nasrullah, R. (2015). Media Sosial Prespektif Komunikasi, Budaya, dan Sosioteknologi. Bandung: Simbiosa Rekatama Media.
- Newman, B. I. (1999). Handbook of Political Marketing. London: Sage Publication, Inc.
- Newman, B. I. (2004). Handbook of Political Communications Research. London: Lewrence Elbaum Associates Publisher.
- Nurkholis, M. A., Astuti, P., & Martini, R. (2015). Strategi Pemasaran Politik Calon Legislatif Partai Kebangkitan Bangsa Dalam Pemilu Legislatif 2014 Pada PKB Kota Semarang. Journal of Politic and Government Studies, Vol. 4(No. 2), 51–60.
- O’ Shaughnessy, N. J. (1990). The Phenomenon of Politik Marketing. London: Palgrave Macmillan.
- Osman, M. N. M. (2014). Salafi Ulama in UMNO: Political Convergence or Expediency? Contemporary Southeast Asia, 36(2), 206–231. https://doi.org/10.1355/cs36-2b
- Rahman, A. (2007). Sitem Politik Indonesia: Dalam Prespektif Struktural-Fungsional. Yogyakarta: Graha Ilmu.
- Rahmatullah. (2021). Filosofi Bung Karno Selalu Memakai Peci Hitam. Sindonews. Retrieved from https://nasional.okezone.com/read/2021/06/09/337/2422219/filosofi-bung-karno-selalu-memakai-peci-hitam
- Rogers, E. E. (1987). Communication Campaign. New Burry Park: Sage Publication, Inc.
- SN. (2023). Wawancara pada 8 Juni 2023. Bandung.
- Sutarso, J. (2011). Pendekatan Pemasaran Politik (Political Marketing) Dalam Pemilihan Umum. Jurnal Komuniti, 3(3), 2. https://doi.org/https://doi.org/10.23917/komuniti.v3i1.2962
- TL. (2023). Wawancara pada 9 Juni 2023. Bandung.
- Trisnant, R. W., Sukasah, T., & Yenny. (2020). Personal Branding Politik Thoriqul Haq Melalui Facebook. Jurnal Communication, Vol. 11(No. 1), 69–80.
