Political Marketing Strategy of Kustini Sri Purnomo and Danang Maharsa for the 2020 Sleman Regency Election

Authors

  • Dika Pratama Department Of Government Affairs And Administration, Jusuf Kalla School Government, University Muhammadiyah Of Yogyakarta https://orcid.org/0000-0001-7375-8363
  • Dian Eka Rahmawati Department Of Government Affairs And Administration, Jusuf Kalla School Government, University Muhammadiyah Of Yogyakarta

DOI:

https://doi.org/10.18196/jgpp.v10i1.16933

Keywords:

Political Marketing, Political Modalities, Regional Election, Campaign

Abstract

This research discusses the capital and political marketing strategy of the regent and deputy regent candidate pairs in the 2020 Sleman District Election. This research identified the political marketing strategy for the victory of the Kustini-Danang pair in the 2020 Sleman Regional Election. This study aims to analyze the capital and strategies used to win elections. The theory used study combined Pierre Bourdieu’s theory of capital and Firmanzah’s theory of Political Marketing 4P (Product, Promotion Price, and Place). This research is qualitative. The data analysis used Qualitative Data Analysis Software (Q-DAS); the tool used was Nvivo 12Plus. The data were obtained from interviews, social media, local media, and other sources of literature, such as documents obtained from the internet, as well as from books, journals, reports and archives related to this research. The results showed that the most significant indicator for the victory of the Kustini-Danang pair is “Price”. This study concludes that the price indicator is the most dominant in winning the regional elections because of image value. The image built by the Kustini-Danang pair is quite strong because Kustini is the wife of the former Sleman regent who served for two terms, and Danang is a DPRD member from the PDIP party so he was able to convince the people of Sleman to vote for the Kustini-Danang pair.

References

Ayuni, Q. (2018). Gagasan Pengadilan Khusus Untuk Sengketa Hasil Pemilihan Kepala Daerah. Jurnal Hukum & Pembangunan, 48(1), 199–221. https://doi.org/10.21143/.vol48.no1.1602

Handika, R., & Azmi, A. (2020). Marketing Politik Calon Legislatif Generasi Milenial (Strategi Pemenangan Manufer Putra Firdaus Dalam Pemilu Legislatif DPRD Kota Padang Tahun 2019). Journal of Civic Education, 3(1), 61–73. https://doi.org/10.24036/jce.v3i1.336

Indonesia Corruption Watch. (2020). Calon Bupati Kabupaten Sleman - Dra. Hj Sri Muslimatun, M.Kes.

Jehamun, P. (2020). Kemenangan Kustini-Danang Maharsa Merupakan Kemenangan Rakyat Sleman.

KPU DIY. (2021). Penetapan Pasangan Calon Bupati dan Wakil Bupati Terpilih di Kabupaten Sleman, Bantul dan Gunungkidul.

KPUD Sleman. (2020). Hasil Pilkada Sleman.

Kristiyanto, E. N. (2017). Pelaksanaan Pemilihan Kepala Daerah Serentak Di Indonesia: Studi Di Batam. Jurnal Penelitian Hukum De Jure, 17(1), 48–56.

Mbolang, A., Tokan, F. B., & Boro, V. I. (2020). Modalitas Sosial Politik: Studi Kasus Kemenangan Ferdinandus Mazmur (FM) Pada Pemilu Legislatif Di Dapil V Kecamatan Kota Komba, Kabupaten Manggarai Timur Tahun 2019. WartaGovernare: Jurnal Pemerintahan, 1(2), 181–198.

Muhazir, A. (2020). Strategi Political Marketing Kandidat dalam Pilkades Serentak Periode III di Kabupaten Klaten, Jawa Tengah. AGUNA: Jurnal Ilmu Komunikasi, 1(1), 1–19.

Pemerintah Kabupaten Sleman. (2021). Profil Bupati Dan Wakil Bupati Sleman Periode 2021 – 2026.

Pertana, P. R. (2020). Ini Dia Nomor Urut Paslon Pilkada di 3 Kabupaten se-DIY.

Putsanra, D. V. (2020). Profil Calon Bupati Sleman 2020 Pilkada: Harta & Parpol Pendukung.

Ramadani, R., & Hilmiyah, M. (2019). Pembentukan Citra Politik di Media Sosial Twitter. KOMUNIDA: Media Komunikasi dan Dakwah, 9(2), 254–268. https://doi.org/10.35905/komunida.v9i2.1126

Ramadhany, D., & Rahmawati, D. E. (2020). Modal Caleg Perempuan dan Politik Patriarkhi dalam Pemilihan Umum di Indonesia: Keterwakilan Perempuan pada Pemilu 2019 di Kabupaten Sleman. JISPO Jurnal Ilmu Sosial Dan Ilmu Politik, 10(1), 39–62. https://doi.org/10.15575/jispo.v10i1.7237

Ridho. (2020). Dua Perempuan Maju di Sleman, Satu Calon Lagi Daftar Besok.

Ristyawati, A. (2020). Efektivitas Pelaksanaan Pilkada Serentak 2020 Pada Masa Pandemi Darurat Covid-19 Di Indonesia. Crepido, 2(2), 85–96. https://doi.org/10.14710/crepido.2.2.85-96

Sakti, A. M. S., Al-Hamdi, R., & Kurniawan, B. D. (2020). STRATEGI KAMPANYE PARTAI NASIONALIS: PENGALAMAN PARTAI NASDEM PADA PEMILU 2019. Jurnal Politik Profetik, 8(1), 155–185. https://doi.org/10.24252/profetik.v8i1a7

Sinaga, P. (2018). Pemilihan Kepala Daerah Dalam Konstruksi UUD NRI 1945. Binamulia Hukum, 7(1), 17–25. https://doi.org/10.37893/jbh.v7i1.311

Sutrisno, S., Yuningsih, N. Y., & Agustino, L. (2018). Komparasi Teori Marketing Politik 4p Menurut Niffenegger dan 3p Menurut Adman Nursal. JPPUMA: Jurnal Ilmu Pemerintahan dan Sosial Politik UMA (Journal of Governance and Political Social UMA), 6(2), 106–111. https://doi.org/10.31289/jppuma.v6i2.1617

Syauket, A. (2021). Buku Referensi dengan Judul" Membangun Dinasti Politik Oligarki Yang Korup (Fenomena Pilkada Serentak 2020).

Downloads

Published

2023-06-14

How to Cite

Pratama, D., & Rahmawati, D. E. (2023). Political Marketing Strategy of Kustini Sri Purnomo and Danang Maharsa for the 2020 Sleman Regency Election. Journal of Governance and Public Policy, 10(1), 92–104. https://doi.org/10.18196/jgpp.v10i1.16933

Issue

Vol. 10 No. 1 (2023): February 2023

Section

Articles

License

With the receipt of the article by the Editorial Board of the Journal of  Governance and Public Policy and it was decided to be published, then the copyright regarding the article will be diverted to Journal of  Governance and Public Policy.

We hold the copyright regarding all the published articles and have the right to multiply and distribute the article under a Creative Commons Attribution-NonCommercial 4.0 International License.  (CC BY NC).

  • Adapt — remix, transform, and build upon the material
The licensor cannot revoke these freedoms as long as you follow the license terms.
 
  • No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

 

COPYRIGHT TRANSFER FORM

The Copyright Transfer Agreement can be downloaded HERE. 

please fill, sign, scan and send it back in PDF format to jgpp@umy.university.