The Prosperous Justice Party of Bandung City and its Mix Strategy Marketing in the 2019 Election

Abstract

General Election (Pemilihan Umum/Umum) is an arena for political parties to fight for seats in parliament throughvarious political campaign strategies they carry out. The success of the Prosperous Justice Party (PKS) BandungCity in obtaining the majority of 13 seats in the 2019 Election is an interesting political case to study. This studyaims to describe and analyze the political marketing strategies that the legislative candidates from the ProsperousJustice Party (PKS) of Bandung City carry out. Using the marketing mix theory, this study looks at 4 dimensions,namely Product, Place, Price, and Promotion. A descriptive-qualitative approach is applied. This study conductsinterviews with representatives of the former PKS candidates who were the members of the parliament of BandungCity in the period of 2019-2024. This study indicates that PKS candidates for the City of Bandung Parliament havesucceeded in implementing a marketing mix strategy. They employ it effectively and efficiently and reach a widerand more inclusive segment. They also apply campaign narratives that are close to voter’s needs through directmarketing strategies.