Studi Dampak Branding Kandidat Terhadap Hasil Pilgubri 2018
Keywords:
Pilgubri 2018, rational voter, political branding, market oriented
Abstract
Artikel ini bertujuan menganalisis pembangunan brand kandidat pada Pilgubri 2018 dan dampaknya terhadap hasil perolehan suara. Dengan menggunakan Model Branding Politik dari Downer dan metode interpretatif ditemukan bahwa Syamsuar sebagai pemenang membangun brand politiknya berdasar pada brand equity mayoritas pemilih rasional bahwa dia berpengalaman, dan lebih baik dalam membangun Riau yang merupakan perwujudan dari strategi berorientasi pasarnya, sementara itu Andi Rachman, calon petahana yang tingkat kepuasan publiknya di bawah batas ideal, tidak merubah brand politiknya untuk menarik pemilih, begitu juga dengan Lukman Edy dan Firdaus yang sama-sama menggunakan strategi berorientasi produk dan penjualan.
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References
Bryman, A. (2012). Social Research Methods (fourth). Oxford University Press.
Cosgrove, K. M. (2012). Handbook of Political Marketing. Routledge.
Downer, L. (2016). Political Branding Strategies. Palgrave Macmillan. https://doi.org/10.1057/9781137580290.0001
Lasswell, H. (1948). The Communication of Ideas. The Institute for Religious and Social Studies. https://doi.org/10.5860/crl_17_03_267
Wring, D. (1997). Reconciling marketing with political science: Theories of political marketing. Journal of Marketing Management, 13(7), 651–663. https://doi.org/10.1080/0267257X.1997.9964502
Yuran, D. (2020). Elements of political brands and effects of political branding on electoral success. May.
Website:
Amin. (2017, April 8). Andi Rachman: Golkar Sudah Lakukan Survei - Cakaplah - Berpikir Berbuat Bercakap. Cakaplah.com. https://www.cakaplah.com/berita/baca/3469/2017/04/08/andi-rachman-golkar-sudah-lakukan-survei#sthash.L7Jv98zw.dpbs
Bryman, A. (2012). Social Research Methods (fourth). Oxford University Press.
Cosgrove, K. M. (2012). Handbook of Political Marketing. Routledge.
Downer, L. (2016). Political Branding Strategies. Palgrave Macmillan. https://doi.org/10.1057/9781137580290.0001
Lasswell, H. (1948). The Communication of Ideas. The Institute for Religious and Social Studies. https://doi.org/10.5860/crl_17_03_267
Perdana, I. H. (2012). Political Marketing Partai Politik Baru Menuju Pemilu 2014 : Studi kasus Pemenangan Partai Nasdem [Universitas Indonesia]. http://lib.ui.ac.id/file?file=digital/20300780-T30366-Inco Hary Perdana.pdf
Simanungkalit, M. (2017, September 8). Survei Indo Barometer: Andi Rachman dalam “Posisi Bahaya” Maju di Pilgubri - IndependensI. Independensi. https://independensi.com/2017/09/08/survei-indo-barometer-andi-rachman-dalam-posisi-bahaya-maju-di-pilgubri/
Wring, D. (1997). Reconciling marketing with political science: Theories of political marketing. Journal of Marketing Management, 13(7), 651–663. https://doi.org/10.1080/0267257X.1997.9964502
Yuran, D. (2020). Elements of political brands and effects of political branding on electoral success. May.
Cosgrove, K. M. (2012). Handbook of Political Marketing. Routledge.
Downer, L. (2016). Political Branding Strategies. Palgrave Macmillan. https://doi.org/10.1057/9781137580290.0001
Lasswell, H. (1948). The Communication of Ideas. The Institute for Religious and Social Studies. https://doi.org/10.5860/crl_17_03_267
Wring, D. (1997). Reconciling marketing with political science: Theories of political marketing. Journal of Marketing Management, 13(7), 651–663. https://doi.org/10.1080/0267257X.1997.9964502
Yuran, D. (2020). Elements of political brands and effects of political branding on electoral success. May.
Website:
Amin. (2017, April 8). Andi Rachman: Golkar Sudah Lakukan Survei - Cakaplah - Berpikir Berbuat Bercakap. Cakaplah.com. https://www.cakaplah.com/berita/baca/3469/2017/04/08/andi-rachman-golkar-sudah-lakukan-survei#sthash.L7Jv98zw.dpbs
Bryman, A. (2012). Social Research Methods (fourth). Oxford University Press.
Cosgrove, K. M. (2012). Handbook of Political Marketing. Routledge.
Downer, L. (2016). Political Branding Strategies. Palgrave Macmillan. https://doi.org/10.1057/9781137580290.0001
Lasswell, H. (1948). The Communication of Ideas. The Institute for Religious and Social Studies. https://doi.org/10.5860/crl_17_03_267
Perdana, I. H. (2012). Political Marketing Partai Politik Baru Menuju Pemilu 2014 : Studi kasus Pemenangan Partai Nasdem [Universitas Indonesia]. http://lib.ui.ac.id/file?file=digital/20300780-T30366-Inco Hary Perdana.pdf
Simanungkalit, M. (2017, September 8). Survei Indo Barometer: Andi Rachman dalam “Posisi Bahaya” Maju di Pilgubri - IndependensI. Independensi. https://independensi.com/2017/09/08/survei-indo-barometer-andi-rachman-dalam-posisi-bahaya-maju-di-pilgubri/
Wring, D. (1997). Reconciling marketing with political science: Theories of political marketing. Journal of Marketing Management, 13(7), 651–663. https://doi.org/10.1080/0267257X.1997.9964502
Yuran, D. (2020). Elements of political brands and effects of political branding on electoral success. May.
Published
2022-07-31
How to Cite
Hakim, A., M. Ichsan Kabullah, Fauzan Misra, Sudarmoko Sudarmoko, Fajri Rahman, Apriwan Apriwan, & Hendri Koeswara. (2022). Studi Dampak Branding Kandidat Terhadap Hasil Pilgubri 2018. JOELS: Journal of Election and Leadership , 3(2), 75-83. https://doi.org/10.31849/joels.v3i2.10003
Section
Articles
