Analisis Kepentingan-Kinerja pada Saluran Komunikasi Pemasaran Politik
Keywords:
Komunikasi Pemasaran Politik; Analisis Kepentingan-Kinerja; Kabupaten Merauke.
Abstract
Penelitian ini bertujuan untuk mengidentifikasi dan menganalisis efektivitas saluran komunikasi pemasaran politik di Kabupaten Merauke menggunakan metode Analisis Kepentingan-Kinerja. Dengan melibatkan 400 responden yang dipilih secara klaster dari lima daerah pemilihan, penelitian ini mengukur persepsi dan kepuasan terhadap berbagai saluran komunikasi pemasaran politik. Hasil analisis menunjukkan bahwa faktor "Hubungan Masyarakat dan Publisitas" serta "Komunikasi Daring dan Media Sosial" menjadi prioritas utama dalam mencapai efektivitas kampanye politik. Atribut seperti "menjangkau target," "ekspresi yang diperkuat," dan "berorientasi hubungan" memiliki nilai bobot tinggi, menunjukkan pentingnya jangkauan audiens dan penguatan pesan politik. Penelitian ini menyarankan agar strategi pemasaran politik berfokus pada integrasi teknologi terkini dan penguatan hubungan personal dengan pemilih untuk meningkatkan partisipasi dan dukungan politik di Kabupaten Merauke.
References
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[28] M. Mulyana and C. J. Tambunan, “Partisipasi politik masyarakat dalam pemilihan kepala daerah oleh Badan Kesatuan Bangsa dan Politik di Kabupaten Merauke,” Jurnal Ilmiah Wahana Bhakti Praja, vol. 11, no. 2, pp. 240–262, 2021, doi: 10.33701/jiwbp.v11i2.2259.
[29] J. A. Martilla and J. C. James, “Importance-performance analysis,” The Journal of Marketing, vol. 41, no. 1, pp. 77–79, 1977.
[30] W. C. Mandagie and J. A. S. Rana, “Creating employee-based brand equity through integrated marketing communication and social media adoption: Indonesian private universities,” International Journal of Data and Network Science, vol. 7, no. 2, pp. 707–716, 2023, doi: 10.5267/j.ijdns.2023.3.001.
[31] P. Kotler, K. L. Keller, and A. Chernev, Marketing Management, 16th ed. Harlow, UK: Pearson Education, 2022.
[32] P. Butler and N. Collins, “Payment on delivery: Recognising constituency service as political marketing,” Eur J Mark, vol. 35, no. 9/10, pp. 1025–37, 2001, doi: 10.1108/EUM0000000005956.
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[36] Jerry G. Kliatchko, Integrated Marketing Communication: Putting the Human Person at the Core. Cambridge Scholars, 2020.
[37] D. Bhaumik and M. Jha, “Integrated Marketing Communications,” Int J Acad Res Dev, vol. 3, no. 4, pp. 107–110, 2018.
[38] C. Holtz-Bacha, “Political advertising in international comparison,” in The Handbook of International Advertising Research, H. Cheng, Ed., John Wiley & Sons, 2014.
[39] A. Olszanecka-marmola and A. Olszanecka-marmola, “The Effects of Political Advertising on the Perception of Political Images : a Case Study of Polish Presidential Election in 2015,” Political Preferences, vol. 22, pp. 43–58, 2019, doi: 10.6084/m9.figshare.8055770.
[40] Haryati, “Pencitraan tokoh politik menjelang Pemilu 2014,” Observasi, vol. 11, no. 12, 2012.
[41] R. Bacik, B. Gavurova, and J. Gburova, “Political marketing: impact of public relations on the change in voter behaviour of consumers (voters),” Marketing and Management of Innovations, vol. 5, no. 2, pp. 40–48, 2021, doi: 10.21272/mmi.2021.2-03.
[42] A. Farhan, N. A. Omar, T. Jannat, and M. A. Nazri, “The Impact of Political Brand Relationship Quality and Brand Engagement on Voters’ Citizenship Behaviour: Evidence from Indonesia,” The South East Asian Journal of Management, vol. 14, no. 1, 2020, doi: 10.21002/seam.v14i1.12593.
[43] A. Farhan and N. A. Omar, “Branding strategies for influencing voter citizenship behavior in Indonesia: The moderating role of psychological contract violation,” Journal of Political Marketing, vol. 0, no. 0, pp. 1–44, 2021, doi: 10.1080/15377857.2020.1862020.
[44] M. Ghoshal, “Social Media as an Effective Tool to Promote,” Global Journal of Management and Business Research: E Marketing Volume, vol. 19, no. 1, pp. 13–25, 2019.
[45] P. P. Haryono, I. Rahyadi, L. Mani, Y. M. Siagian, and E. A. Melenia, “Social Media Contribution As a Political Communication Strategy Tool in Forming the Political Image of Presidential Candidates in the 2019 Pilpres in Indonesia,” J Theor Appl Inf Technol, vol. 100, no. 22, pp. 6717–6726, 2022.
[46] M. A. Mahfudhi and H. Khamdiyah, “Political branding Aditya Halindra Faridzki pada Pilkada 2020 di Kabupaten Tuban,” Jurnal Sosial dan Teknologi (SOSTECH), vol. 3, no. 7, pp. 606–616, 2022.
[47] D. Zimmermann et al., “Influencers on YouTube: a quantitative study on young people’s use and perception of videos about political and societal topics,” Current Psychology, vol. 41, no. 10, pp. 6808–6824, 2022, doi: 10.1007/s12144-020-01164-7.
[48] S. Wahyudi, “Application promotion mix of political marketing in general election 2014,” Advances in Social Science, Education and Humanities Research (ASSEHR), vol. 163, pp. 165–168, 2017, doi: 10.2991/icodag-17.2017.31.
[49] P. D. Leedy and J. E. Ormrod, Practical Research: Planning and Design, 12th ed. Harlow, UK: Pearson Education, 2021.
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[51] P. R. Baines and N. J. O’Shaughnessy, “Political Marketing and Propaganda: Uses, Abuses, Misuses,” Journal of Political Marketing, vol. 13, no. 1–2, pp. 1–18, 2014, doi: 10.1080/15377857.2014.866018.
[2] J. Lees-Marshment, C. Rudd, and J. Strömbäck, Global political marketing: Analysis and conclusions. 2009. doi: 10.4324/9780203869338.
[3] J. Lees-Marshment, B. Conley, E. Elder, R. Pettitt, V. Raynauld, and A. Turcotte, Political Marketing: Principles and Applications. Routledge, 2021.
[4] D. M. Reid, “Marketing the political product,” Eur J Mark, vol. 22, no. 9, pp. 34–47, 1988.
[5] N. O’Shaughnessy, “The marketing of political marketing,” Eur J Mark, vol. 35, no. 9/10, pp. 1047–1057, 2001, doi: 10.1108/03090560110401956.
[6] T. A. Chowdhury and S. Naheed, “Word of mouth communication in political marketing: Understanding and managing referrals,” Journal of Marketing Communications, vol. 26, no. 3, pp. 290–313, 2018, doi: 10.1080/13527266.2018.1523217.
[7] J. Lees-Marshment, “Marketing Scholars and Political Marketing: the Pragmatic and Principled Reasons for Why Marketing Academics Should Research the Use of Marketing in the Political Arena,” Customer Needs and Solutions, vol. 6, no. 3–4, pp. 41–48, 2019, doi: 10.1007/s40547-019-0091-0.
[8] N. Ahmad, “What Drive Marketization and Professionalization of Campaigning of Political Parties in the Emerging Democracy? Evidence from Indonesia in the Post-Soeharto New Order,” Journal of Political Marketing, 2021, doi: 10.1080/15377857.2021.1910610.
[9] C. Andrei, “The political marketing of broken trust,” Journal of Political Marketing, vol. 17, no. 2, pp. 176–192, 2018, doi: 10.1080/15377857.2018.1447764.
[10] A. A. Syaifudin, “Komunikasi pemasaran politik (Studi atas strategi kampanye politik Anies Baswedan dan Sandiaga Uno pada Pilkada DKI Jakarta),” Nivedana: Jurnal Komunikasi & Bahasa, vol. 3, no. 2, pp. 190–209, 2022.
[11] M. Safiullah, P. Pathak, S. Singh, and A. Anshul, “Social media as an upcoming tool for political marketing effectiveness,” Asia Pacific Management Review, vol. 22, no. 1, pp. 10–15, 2017, doi: 10.1016/j.apmrv.2016.10.007.
[12] F. Khairiza and B. Kusumasari, “Analyzing political marketing in Indonesia: A palm oil digital campaign case study,” Forest and Society, vol. 4, no. 2, pp. 294–309, 2020, doi: 10.24259/fs.v4i2.9576.
[13] H. Hervina and A. Nurjaman, “Political Marketing of the Gerakan Indonesia Raya (Gerindra) Towards 2024 Election,” Budapest International Research and Critics Institute-Journal, vol. 5, no. 1, 2022, [Online]. Available: https://doi.org/10.33258/birci.v5i1.3894
[14] R. Machfiroh and A. Suyanto, “Marketing Politics: Political Participation of Beginner Voters In Electing The President of 2019,” JED (Jurnal Etika Demokrasi), vol. 5, no. 1, pp. 104–109, 2020, doi: 10.26618/jed.v5i1.3033.
[15] A. Aminulloh, M. D. Artaria, Y. W. I. Surya, and K. Zajaczkowski, “The 2019 Indonesian Presidential Election: Propaganda in Post-Truth Era,” Nyimak Journal of Communication, vol. 5, no. 1, pp. 135–150, 2021.
[16] M. Gunarto and R. Hurriyati, “Integrated Marketing Communication on Voter Behavior in Political Campaign: A Study of Regional Head Election in Indonesia,” Advances in Economics, Business and Management Research, vol. 117, no. Gcbme 2018, pp. 76–82, 2020, doi: 10.2991/aebmr.k.200131.017.
[17] N. Antoniades, “Political Marketing Communications in Today’s Era: Putting People at the Center,” Society, vol. 57, no. 6, pp. 646–656, 2020, doi: 10.1007/s12115-020-00556-6.
[18] P. A. L. Batara, G. F. Prisanto, N. F. Ernungtyas, I. Irwansyah, and S. Hasna, “Strategi Komunikasi Pemasaran Politik Pada Pemilu Legislatif,” Metacommunication: Journal of Communication Studies, vol. 5, no. 2, p. 184, 2020, doi: 10.20527/mc.v5i2.7812.
[19] I. Elmitiara and E. Anom, “Komunikasi pemasaran politik terhadap keputusan memilih calon legislatif DPRD Kota Tanggerang Selatan pada Pemilu Legislatif 2019,” Journal of Management and Business (JOMB), vol. 5, no. 1, 2023.
[20] M. T. Ewing, “Integrated marketing communications measurement and evaluation,” Journal of Marketing Communications, vol. 15, no. 2–3, pp. 103–117, 2009, doi: 10.1080/13527260902757514.
[21] D. Jánošová and R. Bundzíková, “Marketing Communication of Selected Conservative and Liberal Parties in Slovak Region before Elections,” Political Preferences, no. 26, pp. 27–40, 2020, doi: 10.31261/polpre.2020.26.27-40.
[22] A. Mardhiah, C. Puspasari, Anismar, and Mulyadi, “Party political communication strategies in political image of women politicians,” Advances in Social Science, Education and Humanities Research, vol. 648, pp. 290–295, 2022, doi: 10.2991/assehr.k.220302.043.
[23] L. Porcu, S. Del Barrio-García, and P. Kitchen, “Measuring Integrated Marketing Communication by taking a broad organisational approach: the firm-wide IMC scale,” Eur J Mark, vol. 51, no. 3, 2017.
[24] A. A. Pratama, A. Jamil, and R. Briandana, “Political marketing on legislative elections in Indonesia: Case study in Central Bengkulu,” Utopía y Praxis Latinoamericana, vol. 26, no. 1, pp. 195–206, 2021.
[25] I. Susila, D. Dean, R. N. R. Yusof, A. A. Setyawan, and F. Wajdi, “Symbolic Political Communication, and Trust: A Young Voters’ Perspective of the Indonesian Presidential Election,” Journal of Political Marketing, vol. 19, no. 1–2, pp. 153–175, 2020, doi: 10.1080/15377857.2019.1652224.
[26] H. C. Gultom and I. M. B. Dirgantara, “The Phenomenon of Increasing Political Participation in the 2020 Major Election of Semarang with One Candidate Pair in Political Marketing Perspective,” Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Humanities and Social Sciences, vol. 5, no. 2, pp. 8478–8792, 2022.
[27] P. A. Moento, “Kesuksesan Komisi Pemilihan Umum dalam menyelenggarakan Pemilu 2019,” POLITICON: Jurnal Ilmu Politik, vol. 2, no. 1, pp. 35–47, 2020, doi: 10.15575/politicon.v2i1.7957.
[28] M. Mulyana and C. J. Tambunan, “Partisipasi politik masyarakat dalam pemilihan kepala daerah oleh Badan Kesatuan Bangsa dan Politik di Kabupaten Merauke,” Jurnal Ilmiah Wahana Bhakti Praja, vol. 11, no. 2, pp. 240–262, 2021, doi: 10.33701/jiwbp.v11i2.2259.
[29] J. A. Martilla and J. C. James, “Importance-performance analysis,” The Journal of Marketing, vol. 41, no. 1, pp. 77–79, 1977.
[30] W. C. Mandagie and J. A. S. Rana, “Creating employee-based brand equity through integrated marketing communication and social media adoption: Indonesian private universities,” International Journal of Data and Network Science, vol. 7, no. 2, pp. 707–716, 2023, doi: 10.5267/j.ijdns.2023.3.001.
[31] P. Kotler, K. L. Keller, and A. Chernev, Marketing Management, 16th ed. Harlow, UK: Pearson Education, 2022.
[32] P. Butler and N. Collins, “Payment on delivery: Recognising constituency service as political marketing,” Eur J Mark, vol. 35, no. 9/10, pp. 1025–37, 2001, doi: 10.1108/EUM0000000005956.
[33] K. L. Keller, “Unlocking the power of integrated marketing communications: How integrated is your IMC program?,” J Advert, vol. 45, no. 3, pp. 286–301, 2016, doi: 10.1080/00913367.2016.1204967.
[34] T. Duncan and S. E. Moriarty, “A Communication-Based Marketing Model for Managing Relationships,” J Mark, vol. 62, no. 2, pp. 1–13, 1998, doi: 10.1177/002224299806200201.
[35] J. Kliatchko, “Towards a new definition of integrated marketing communications (IMC),” Int J Advert, vol. 24, no. 1, pp. 7–34, 2005, doi: 10.1080/02650487.2005.11072902.
[36] Jerry G. Kliatchko, Integrated Marketing Communication: Putting the Human Person at the Core. Cambridge Scholars, 2020.
[37] D. Bhaumik and M. Jha, “Integrated Marketing Communications,” Int J Acad Res Dev, vol. 3, no. 4, pp. 107–110, 2018.
[38] C. Holtz-Bacha, “Political advertising in international comparison,” in The Handbook of International Advertising Research, H. Cheng, Ed., John Wiley & Sons, 2014.
[39] A. Olszanecka-marmola and A. Olszanecka-marmola, “The Effects of Political Advertising on the Perception of Political Images : a Case Study of Polish Presidential Election in 2015,” Political Preferences, vol. 22, pp. 43–58, 2019, doi: 10.6084/m9.figshare.8055770.
[40] Haryati, “Pencitraan tokoh politik menjelang Pemilu 2014,” Observasi, vol. 11, no. 12, 2012.
[41] R. Bacik, B. Gavurova, and J. Gburova, “Political marketing: impact of public relations on the change in voter behaviour of consumers (voters),” Marketing and Management of Innovations, vol. 5, no. 2, pp. 40–48, 2021, doi: 10.21272/mmi.2021.2-03.
[42] A. Farhan, N. A. Omar, T. Jannat, and M. A. Nazri, “The Impact of Political Brand Relationship Quality and Brand Engagement on Voters’ Citizenship Behaviour: Evidence from Indonesia,” The South East Asian Journal of Management, vol. 14, no. 1, 2020, doi: 10.21002/seam.v14i1.12593.
[43] A. Farhan and N. A. Omar, “Branding strategies for influencing voter citizenship behavior in Indonesia: The moderating role of psychological contract violation,” Journal of Political Marketing, vol. 0, no. 0, pp. 1–44, 2021, doi: 10.1080/15377857.2020.1862020.
[44] M. Ghoshal, “Social Media as an Effective Tool to Promote,” Global Journal of Management and Business Research: E Marketing Volume, vol. 19, no. 1, pp. 13–25, 2019.
[45] P. P. Haryono, I. Rahyadi, L. Mani, Y. M. Siagian, and E. A. Melenia, “Social Media Contribution As a Political Communication Strategy Tool in Forming the Political Image of Presidential Candidates in the 2019 Pilpres in Indonesia,” J Theor Appl Inf Technol, vol. 100, no. 22, pp. 6717–6726, 2022.
[46] M. A. Mahfudhi and H. Khamdiyah, “Political branding Aditya Halindra Faridzki pada Pilkada 2020 di Kabupaten Tuban,” Jurnal Sosial dan Teknologi (SOSTECH), vol. 3, no. 7, pp. 606–616, 2022.
[47] D. Zimmermann et al., “Influencers on YouTube: a quantitative study on young people’s use and perception of videos about political and societal topics,” Current Psychology, vol. 41, no. 10, pp. 6808–6824, 2022, doi: 10.1007/s12144-020-01164-7.
[48] S. Wahyudi, “Application promotion mix of political marketing in general election 2014,” Advances in Social Science, Education and Humanities Research (ASSEHR), vol. 163, pp. 165–168, 2017, doi: 10.2991/icodag-17.2017.31.
[49] P. D. Leedy and J. E. Ormrod, Practical Research: Planning and Design, 12th ed. Harlow, UK: Pearson Education, 2021.
[50] L. S. Meyers, G. C. Gamst, and A. J. Guarino, Performing Data Analysis using IBM SPSS. Hoboken, NJ: John Wiley & Sons, 2013.
[51] P. R. Baines and N. J. O’Shaughnessy, “Political Marketing and Propaganda: Uses, Abuses, Misuses,” Journal of Political Marketing, vol. 13, no. 1–2, pp. 1–18, 2014, doi: 10.1080/15377857.2014.866018.
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2024-12-10
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