POLITICAL MARKETING STRATEGY FOR THE WINNING OF AZHAR ARSYAD IN THE SOUTH SULAWESI REGIONAL REPRESENTATIVE COUNCIL 2019

Abstract

This study explained the political marketing strategy of Azhar Arsyad, a legislative candidate in the 2019 election from the Kebangkitan Bangsa Party (PKB) from South Sulawesi -- Electoral District IX in his attempt to win the contest. The theory used by Jennifer Less-Marshment emphasizes that political marketing focuses on the relationship between an organization’s political products and market demand (voters). The Lees-Marshment model is also the Comprehensive Political Marketing (CMP) model. Furthermore, this study shows the use of the Market Oriented Party (MOP) model, which emphasizes how parties or candidates design their policies or organizations to be accepted by the market. This research paradigm is constructivism, a type of qualitative research with a case study method; interviews will be conducted with Azhar Arsyad and his successful team. The results showed that Azhar Arsyad won the election through eight stages of the MOP model: market intelligence, product design, product adjustment, implementation, communication, campaign, education and delivery. This MOP model places the demands and needs of the voters (market) as campaign material to gain vote support.