People Innovation Excellence


Oleh: Freddy Pandapotan Simbolon, S.E., M.M. (Faculty Member of International Marketing)

Marketing is no longer limited in the field of business, but has extended to the political field. The development of the political scene in Indonesia continues to increase has allowed the application for the marketing field force political parties and non-parties in strategizing, winning the election. Political Marketing became so popular in Indonesia because every political party in Indonesia equally expect in the event of an election victory.

The use of marketing for political purposes is what gave rise to a new branch of marketing, namely political marketing, otherwise known as Political Marketing. Nevertheless, political marketing instead emphasized how the selling party or politician to the community, because in politics here are no transactions like in the business world. Understanding political marketing as submitted by O’class (1996) is an activity analysis, planning, implementation and control of politics and the election campaign was designed to create, build and maintain a mutually beneficial relationship between the party and the voters for the purpose of achieve success target of the perpetrators of political marketing.

Political Marketing Mix can be translatedas follows: (1) Product means the party, candidates and party ideas that will be presented constituents. This product contains the concept, identity, and ideologythat contribute to theformation of apolitical product. (2) Promotion is the efforts of advertising, public relations and promotions for a party which are mixed in such a manner according to the needs of society. In this case the selection of media needs to be considered, (3) Price includes economic, psychological, up tothe national image. Economic price includes the cost of the party for the campaign. Psychological price refers tothe price of psychological perception, for example, a sense of comfort with ethnic background, religion, education. National image price relates to whethervoters feelthe candidate isable toprovide a positive image and became the pride ofthe State, (4) Place, is closely related to present or distribution means a party and his ability to communicate with voters. This means a party or candidate must be able to map the structure and characteristics of the people both geographic and demographic.

The administrative requirements set General Election Commission (KPU) to candidates for governor and lieutenant governor are advanced via the non-political. One of the requirements is to submit the form support with 1 million copies of KartuTandaPenduduk (KTP). As the candidates of governor and prime governor from non-parties, Ahok and Heru are supported by Teman Ahok who are vigorous moves to collect one million residents of Jakarta ID card. Product positioning offered by Teman Ahok  to voters in Jakarta is a firmness, honesty, courage and results of real work for a leading Jakarta until now. So no doubt, if the character of a leader like Ahok is considered able to make a change for Jakarta Province Administration. Teman Ahok conduct the Fair filled with music performances, bazaar, and talk shows. The purpose of the event is to raise funds. The public are invited to participate in funds to support the candidate leader. They set up a booth Friend Ahok in several shopping centers and set up a mini post around the residential area. In addition to collecting ID card support, volunteer Teman Ahok also sells merchandise whose profits will be used to fund the movement. (Various Sources)

Published at :
Written By
Freddy Pandapotan Simbolon, S.E., M.M.
Faculty Member of International Marketing | Binus University
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