Marketing Analysis of Political Positioning in Legislatif Election

Abstract

Legislative election in 2014 is the direct election of legislative candidates in municipal / district, provincial and national region. The purpose of this study is to analyze the political positioning based on regional aspects. The method used is descriptive qualitative, with the objects of study are the community, legislative candidates and members of the General Election Commissions (KPU) in rural area. The techniques of collecting data are through in-depth interviews, field observations in the community, data documentations of legislative candidates, data of voters, electronic documentations, and questionnaires. Validation of the data is using triangulation of data between the interviews data, observations data, documentation data and questionnaires data. Data analysis technique is using the interactive model analysis that consists of data preparation analysis, data sorting analysis, digging deep meaning to the data, presenting the data and create a broader interpretation of the meaning of the data. The results obtained that; the political marketing strategy used by political parties and their promoted candidates is in the form of pull political marketing approach which is synergized with push political marketing approach. In rural area X, political marketing strategy by political parties and their promoted candidates is the pass political marketing approach. Legislative election political positioning in rural area Y turn out to be based on rational-emotional while in rural area X is based on emotional choices. This study is practically implicated that political market positioning can determine voters' decisions appropriately. While the theoretical implications is increasing repertoire of social sciences, particularly complementing between political science, marketing science and civic education so as to create a civil society.