Efektivitas Marketing Politik Illiza Sa'aduddin Djamal Pada Pilkada 2017 di Kota Banda Aceh;Political Marketing Effectiveness Illiza Sa'aduddin Djamal in 2017 Regional Election in Banda Aceh City

Abstract

ABSTRAK

Pilkada pemilihan Walikota dan Wakil Walikota Aceh tahun 2017 pasangan Illiza Sa’aduddin Djamal-Farid Nyak Umar mengalami kekalahan dengan memperoleh 31,366 suara, sedangkan pasangan nomor urut 2 Aminullah Usman dan Zainal Arifin  memperoleh 63,087 suara, dari total suara sah 94, 453 suara. Dari hasil perolehan suara tersebut menunjukkan bahwa pasangan nomor urut satu mengalami kekalah. Akan tetapi yang menarik dalam pilkada 2017 di Kota Banda Aceh, calon incumbent mengalami kekalahan dalam percalonannya kembali.

Tujuan penelitian ini untuk mengidentifikasi efektifitas marketing Politik Illiza Sa’aduddin Djamal Pada pilkada 2017 di Kota Banda Aceh dan menganalisis penyebab apa saja sehinnga marketing politik Illiza tidak efektif. Hal tersebut yang menjadi fokus peneliti tentang bagaimana ketidakefektifan marekting Illiza pada pilkada 2017 di Kota Banda Aceh.

Metode yang digunakan dalam penelitian ini adalah Kualitatif deskriptif. Teknik pengumpulan data digunakan yaitu wawancara dan dokumentasi.

Hasil penelitian menunjukan bahwa efektifitas marketing politik Illiza pada pilkada 2017 di Kota Banda Aceh yaitu menerapkan marketing politik dengan proses pasar pollitik melalui media sosial, produk politik dengan visi misi,dan melalui positioning incumbent. Tidak efektif marketing politik Illiza pada Pilkada 2017di Kota Banda Aceh disebabkan adanya segmentasi yang belum merata, calon head to head, black camping, dan kinerja tim sukses kurang maksimal.

Pada akhirnya penelitian berharap kepada pihak Illiza dan timses  lebih memaksimalkan dalam melakukan marketing politik agar kedepanya bisa memenangkan pemilihan pilkada.

Kata Kunci: Marketing Politik, Efektifitas Marketing Politik

 Political Marketing Effectiveness Illiza Sa'aduddin Djamal in 2017 Regional Election in Banda Aceh City

ABSTRACT

           Election of 2017 Mayor and Deputy Mayor of Aceh pair Illiza Sa'aduddin Djamal-Farid Nyak Umar suffered defeat by obtaining 31,366 votes, while pair number 2 Aminullah Usman and Zainal Arifin received 63,087 votes, out of 94, 453 votes. From the results of the vote shows that the pair number one experienced defeat. But what's interesting in the 2017 local election in the city of Banda Aceh, the incumbent candidate suffered a defeat in his candidacy again.           The purpose of this study is to identify the effectiveness of Political marketing Illiza Sa'aduddin Djamal In the 2017 regional election in Banda Aceh City and analyze any causes so that the political marketing of Illiza is ineffective. This is the focus of the researchers about how the effectiveness of Illiza in the 2017 regional election in Banda Aceh City is ineffective.           The method used in this study is qualitative descriptive. Data collection techniques are used, namely interviews and documentation.           The results showed that the effectiveness of the political marketing of Illiza in the 2017 local election in the city of Banda Aceh was to apply political marketing to the pollitik market process through social media, political products with vision and mission, and through incumbent positioning. The ineffective political marketing of Illiza in the 2017 Regional Head Election in the city of Banda Aceh was caused by the uneven segmentation, candidates for head to head, black camping, and the success of the team's performance was not maximal.

In the end, the research hopes that Illiza and Timses will maximize their ability to conduct political marketing so that in the future they can win the election.

Keywords: Political Marketing, Political Marketing Effectiveness