Strategi komunikasi politik pemenangan kepala daerah Kabupaten Minahasa Utara di masa pandemi covid-19

Ngangi, Sandi Bram (2022) Strategi komunikasi politik pemenangan kepala daerah Kabupaten Minahasa Utara di masa pandemi covid-19. Masters thesis, Universitas Pelita Harapan.

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Abstract

Tahun 2020 menjadi tahun politik di sejumlah daerah di Indonesia, karena pada 9 Desember 2020 mereka merayakan pesta demokrasi secara serentak. Mulai dari kabupaten/kota sampai kepada tingkat provinsi merasakan uforia pesta rakyat kali ini. Dalam menarik perhatian khalayak pada pemilihan kepala daerah tahun ini, setiap pasangan calon harus mempersiapkan dengan matang untuk menghadapi persaingan pada pilkada 2020 ini. Untuk dapat bersaing dengan lawan pasangan calon yang lain, sebuah pasangan calon mempersiapkan strategi komunikasi politik dengan matang, sebab sebuah strategi yang jitu dapat mempengaruhi citra pasangan calon dimata masyarakat. Penelitian ini meneliti tentang strategi komunikasi politik yang digunakan pasangan Joune Ganda dan Kevin Lotulong dalam memenangkan pemilihan kepala daerah kabupaten minahasa utara dengan menggunakan pendekatan kualitatif dan wawancara mendalam. Menggunakan teori dan konsep Political Marketing. Strategi kampanye politik yaitu push marketing¸ pull marketing, dan pass marketing mempengaruhi pemilihan kepala daerah di Kabupaten Minahasa Utara tahun 2020/The year 2020 is a political year in a number of regions in Indonesia, because on December 9, 2020 they celebrate the democratic party simultaneously. Starting from the district / city to the provincial level feel the euphoria of the people's party this time. In attracting the attention of the public in this year's regional head election, each pair of candidates must prepare carefully to face competition in the 2020 elections. To be able to compete with other pairs of candidates, a candidate pair prepares a political communication strategy carefully, because an accurate strategy can affect the image of the candidate pair in the eyes of the public. This study examines the political communication strategy used by the couple Joune Ganda and Kevin Lotulong in winning the regional head election of the northern Minahasa district using a qualitative approach and in-depth interviews. Using the theories and concepts of Political Marketing. Political campaign strategies, namely push marketing, pull marketing, and pass marketing affect the regional head elections in North Minahasa Regency in 2020.

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