LEGISLATIVE CANDIDATE MARKETING STRATEGY FOR ATTRACT MILLENNIAL VOTER IN PEMILU 2019 : CASE STUDY INDONESIA SOLIDARITY PARTY

• Main Author: Oktorian Sukardi, Yoki
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41560
• Institution: Institut Teknologi Bandung

The presence of a new party namely the Indonesian solidarity party, legislative candidates from the party must use a new method. The old way may still be widely used, but increasingly critical communities such as milennials demand that they take a more persuasive approach. In a political climate filled with open and transparent competition, contestants need methods that can facilitate them in marketing political initiatives, ideas politics, political issues, party ideology, characteristics of party leaders, and party work programs to the public. Currently, voters are playing targets in the campaign. As a marker of generation, milennials came at a time of critical change when Indonesia entered a new century when digital media was introduced. the millennial generation is characterized by unique characteristics compared to the previous generation. They are young people who will be involved in the next 10-20 years. This research aims to study participation in pemilu with the presence of the Indonesian Solidarity Party and the identification of marketing strategies to increase millennial participation in the 2019 elections and overcome the problems discussed by Yoki Oktorian Sukardi, a legislative candidate from the Indonesian Solidarity Party. The analysis in this study uses internal and external factors to be able to provide effective and efficient solutions. Internal analysis was carried out to analyze STP (Segmenting, Targeting, Positioning) and Market Mix (4P) of Yoki Oktorian Sukardi, a legislative candidate from the Indonesian Solidarity Party. Then analyze externally using STEEPLED analysis (Sociocultural, Techonological, Economic, Environment, Political, Legal, Ethical, Demographic) in Sumedang district, competitor analysis of other party legislative candidates and millennial voter analysis in Sumedang, Yoki Oktorian Sukardi legislative candidate from The Solidarity Party only conducted an election campaign, namely promotion through social media, face-to-face meetings and the dor to dor program which were still less effective and received less attention and some rejection from the millennials, especially in the Sumedang area. To develop Yoki Oktorian Sukardi's solution, a legislative candidate from the Indonesian Solidarity Party conducted a survey by distributing questionnaires to 400 respondents and conducting interviews. Based on the results of the survey that has been obtained, millennial voters in the Sumedang area choose legislative candidates based on the resolution of policy problems such as work programs and real things given to the public. In addition, legislative candidates from the Indonesian solidarity party packed ideologies and issues that were raised experienced considerable rejection from respondents because the ideology and issues raised were less accepted by millennials in the Sumedang region whose majority of voters were rational and critical. Therefore, based on the data obtained from this study, there is a solution suggested to the legislative candidates from the Indonesian Solidarity party is conducting an effective campaign strategy and positioning evaluation by adding more popular issues in the community.