Analisis pemasaran politik pada kampanye "kisah blusukan Jokowi" = Political marketing analysis on the "Kisah Blusukan Jokowi" campaign

Johnindra, Martin (2019) Analisis pemasaran politik pada kampanye "kisah blusukan Jokowi" = Political marketing analysis on the "Kisah Blusukan Jokowi" campaign. Masters thesis, Universitas Pelita Harapan.

Full text not available from this repository.

Abstract

Pemilihan Presiden (Pilpres) 2014 di Indonesia telah menegaskan bahwa pilihan masyarakat tidak lagi kepada ideologi yang mendasari, melainkan strategi pemasaran politik yang dijalankan oleh kandidat pasangan Calon Presiden dan Wakil Presiden. Penelitian ini bertujuan untuk mengetahui proses pemasaran politik materi kampanye "Kisah Blusukan Jokowi" yang dibuat oleh biro iklan Berakar Komunikasi sebagai relawan kreatif. Pengumpulan data dilakukan dengan paradigma kualitatif dengan karakteristik experiental, yakni menggali informasi dari informan Berakar Komunikasi terhadap pengalaman yang mereka lakukan dalam menghasilkan materi kampanye "Kisah Blusukan Jokowi". Untuk mendapatkan data dilakukan dengan wawancara mendalam, observasi, dan studi pustaka. Dari hasil penelitian ini ditemukan bahwa ada tiga hal utama dalam pemasaran politik kampanye "Kisah Blusukan Jokowi": yakni Konten. Komunitas, dan Kooperasi. Ketiga hal ini saling berkaitan. Kampanye pasangan Joko Widodo-Jusuf Kalla (Jokowi-JK) di Pilpres 2014 sangat didukung oleh komunitas relawan, termasuk Berakar Komunikasi yang membuat materi kampanye "Kisah Blusukan Jokowi". Komunitas relawan ini saling kooperasi untuk menciptakan dan menyebarluaskan konten-konten kreatif yang dibuatnya demi kemenangan Jokowi-JK. / The 2014 Presidential Election (Pilpres) in Indonesia has emphasized that the people's choice is no longer based on the underlying ideology, but the political marketing strategy that is run by the presidential candidates. This study aims to uncover the political marketing process of the "Kisah Blusukan Jokowi" campaign material that was made by an advertising agency Berakar Komunikasi as creative volunteers. Data collection is brought out with qualitative paradigms with experiential characteristics, that is to dig information from informants of Berakar Komunikasi on the experiences they have done in producing campaign material of "Kisah Blusukan Jokowi". To collect all the data, in-depth interviews, observations, and literature studies were conducted. From the result of this study, it was found that there were three essential things in the political marketing campaign of "Kisah Blusukan Jokowi". Content. Community, and Cooperation. These three things are interrelated. The campaign of Joko Widodo-Jusuf Kalla (Jokowi-JK) in the 2014 Pilpres was strongly supported by the volunteer community, including Berakar Komunikasi that produced the campaign material "Kisah Blusukan Jokowi". This volunteer community cooperates with each other to create and disseminate the creative content that they make for the sake of Jokowi- JK's victory.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Johnindra, MartinNIM00000018929UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorEmrus, EmrusUNSPECIFIEDUNSPECIFIED
Additional Information: T 19-16 JOH a
Uncontrolled Keywords: Pemasaran Politik. Joko Widodo, Jusuf Kalla, Pemilihan Presiden, Biro Iklan
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Users 18 not found.
Date Deposited: 20 May 2021 02:32
Last Modified: 26 Oct 2023 06:43
URI: http://repository.uph.edu/id/eprint/28913

Actions (login required)

View Item View Item