STRATEGI MARKETING POLITIK CALON KEPALA DESA PADA PEMILIHAN KEPALA DESA DI DESA SEBABAS KECAMATAN NANGA MAHAP KABUPATEN SEKADAU TAHUN 2013

Abstract

Penulisan skripsi ini dimaksudkan untuk mendeskripsikan dan mengetahui strategi Marketing politik yang digunakan oleh Abi sehingga mampu memperoleh kemenangan dalam Pemilihan Kepala Desa Sebabas tahun 2013. Startegi yang diterapkan Abi mampu mengungguli kandidat lainya dan memperoleh suara dua kali lipat dari dua calon kandidat yang sebelumnya pernah mencalonkan diri pada pemilihan kepala Desa Sebabas tahun 2008, dengan keterbatasan Abi dari segi umur yang masih muda dari tiga kandidat dan pengalamannya di Desa Sebabas dikarenakan Abi baru satu tahun tinggal berdomisili di Kecamatan Nanga Mahap bukan di Desa Sebabas. Penelitian ini menggunakan jenis peneiltian Deskriftif dengan pendekatan metode kualitatif. Kajian strategi politik yang terdapat dalam skripsi ini adalah strategi marketing politik oleh Firmansyah dengan empat bauran marketing politik yaitu produk, promosi, harga dan penempatan. produk politik ini berupa kandidat beserta visi misi kandidat, promosi yang dilakukan berupa kampanye produk terhadap masyarakat oleh Abi beserta tim suksesnya, harga dalam bentuk pisikologis dan citra nasional dari produk atau harga pisikologis dari Abi dimana masyarakat merasa nyaman akan kehadiran Abi serta citra nasional apakah Abi bisa memberi citra positif terhadap masyarakat , penempatan produk politik disini adalah cara hadir atau kontribusi dari produk, Hal ini yang dilakukan oleh kepala Desa Sebabas terpilih Abi beserta tim suksesnya guna memperoleh suara dalam pemilihan kepala Desa Sebabas dan dapat mengungguli tiga lawanya dan berhasil menjadi kepala desa terpilih di Desa Sebabas tahun 2013.

Kata kunci: Pilkades, Strategi, Marketing Politik

POLITICAL MARKETING STRATEGY OF CANDIDATES OF VILLAGE CHIEF IN THE ELECTION OF VILLAGE CHIEF IN SEBABAS VILLAGE OF NANGA MAHAP SUBDISTRICT, SEKADAU REGENCY IN 2013

By: ALEKSANDER1* NIM. E02112009 Dr. Nurfitri Nugrahaningsih, S.IP, M.Si2 , Rulida Yuniarsih, S.IP, M.Si2 *Email: [email protected]

1. College Studentof Political Sciences Study Program Faculty of Social and Political Sciences at Tanjungpura University. 2. Lecturerof Political Sciences Study Program Faculty of Social and Political Sciences at Tanjungpura University.

ABSTRACT

The purpose of this thesis was to describe and determine the political marketing Strategy used by Abi so that he won the village head election in Sebabas village in 2013. the strategy adopted by Abi was able to defeat the other candidates and get double the votes of the two other candidates who had nominated themselves as candidates for the village head of Sebabas Village chief election in 2008. On the other hand, Abi had some restrictions in terms of age, where he was much younger that the other three candidates and he just had resided in Nanga Mahap subdistrict for one year, and not in Sebabas village. This research used descriptive research whit a qualitative method approach. The study of political strategy contained in this thesis was a political marketing strategy by Firmansyah with four political marketing mix such as product, promotion was carried out in the from of a product campaign to the community by Abi and his success team. While, price was in the form of psychological and nation image of the product or for psychological price of Abi, where the community feels comfortable with Abi’s presence. As well as a National image, whether Abi has a positive image to the community. As for Placement of political products here is a way to present or contribute to the community. As for Placement was done by Abi, the elected village head, and his succeeding team in order to gain votes in the elction of the village head of Sebabas village, who ultimately was able to outperform his three opponents and succeeded to be elected village chief of Sebabas village in 2013.

Keywords: Pilkades (village head election), Strategy, Politcal Marketing