Proceedings of the Brawijaya International Conference on Multidisciplinary Sciences and Technology (BICMST 2020)

Political Digital Marketing Strategy in Local Leader Election (Case Study of The Victory of Ridwan Kamil-Uu Ruzhanul Ulum In the West Java Local Leader Election 2018)

Authors
Muchsin al-Fikri, Tresia Wulandari, Pupi Indriati Zaelani
Corresponding Author
Tresia Wulandari
Available Online 22 October 2020.
DOI
https://doi.org/10.2991/assehr.k.201021.051How to use a DOI?
Keywords
Digital Marketing, Political Communication, political campaign
Abstract

The victory of Ridwan Kamil and Uu Ruzhanul Ulum in the Loca Leaders Election of West Java Province in 2018 has invited the curiosity of researchers and has given birth to various scientific studies in various dimensions. This phenomenon is very interesting to study, especially regarding the political digital marketing strategy. This research aims to find out and analyze about (1) Strategy and political digital marketing technique carried out by the RK-UU (2) To find out and analyze the effectiveness of communication through social media conducted by RK-UU to win public sympathy (3) To find out and analyze what strategic steps were taken by the coalition party bearing the RK-UU pair embodied in the campaign team and the Success team in the process of winning the RK-UU pair in the local leaders election of West Java Province 2018. The methodology used is qualitative with a descriptive case study approach. Data collection was carried out with primary and secondary data through depth interview with several informants such as the Chairperson of General Elections Commission of West Java, the Chairperson of the bearer party, the Chairman of the Success Team, the volunteers and especially two pairs of candidates. The effectiveness of the use of social media is able to beat conventional media. The RK-UU Campaign Team also proved successful in applying political marketing techniques to win the hearts of voters in West Java through approaches that refer to the Marketing Mix, which is known as 7Ps (Product, Promotion, Price and Place, People, Physical Evidence, Process).

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the Brawijaya International Conference on Multidisciplinary Sciences and Technology (BICMST 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
22 October 2020
ISBN
978-94-6239-263-2
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.201021.051How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Muchsin al-Fikri
AU  - Tresia Wulandari
AU  - Pupi Indriati Zaelani
PY  - 2020
DA  - 2020/10/22
TI  - Political Digital Marketing Strategy in Local Leader Election (Case Study of The Victory of Ridwan Kamil-Uu Ruzhanul Ulum In the West Java Local Leader Election 2018)
BT  - Proceedings of the Brawijaya International Conference on Multidisciplinary Sciences and Technology (BICMST 2020)
PB  - Atlantis Press
SP  - 215
EP  - 217
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201021.051
DO  - https://doi.org/10.2991/assehr.k.201021.051
ID  - al-Fikri2020
ER  -