Political marketing in the 2019 local election: A case of the Indonesia solidarity party in the legislative election in Jakarta

Abstract

The 2019 Simultaneous General Election was the first election joined by the Indonesia Solidarity Party (Partai Solidaritas Indonesia or popular as PSI) to compete. In the domain of the Regional House of Representatives, the party won the most seats in the Province of the Special Capital Region of Jakarta compared to other provinces that were won by the PSI. This study aims to determine the efforts and strategies used by the Indonesia Solidarity Party, especially in the Province of Jakarta, as well as the image that was generated during the 2019 Simultaneous General Election to the public so that they could win the most seats of the Regional House of Representatives from all other provinces. This study focuses on the realm of political communication and uses the 4Ps political marketing theory (product, promotion, price, place) which was adapted from the marketing theory by Firmanzah. This study also uses a qualitative approach with case study method. The results of the research found that Jakarta Indonesia Solidarity Party focused more on candidates’ campaigns rather than promoting the party as an institution. The use of digital media as a means of promotion during the campaign period was also carried out by the Indonesia Solidarity Party, but conventional methods such as the usage of banners, blusukan (face to face visit) activities, and the distribution of merchandise to the public were also carried out in the context of political marketing by Jakarta Indonesia Solidarity Party.