Communication Strategy Of The Nasdem Party “Politics Without Dowry” (Case Study Of Political Marketing Communication Strategies In The 2014 And 2019 Elections)

Abstract

The large number of parties in the 2014 and 2019 elections meant that political parties must compete for political power. Political marketing strategies are needed to gain the most votes and become the winner of the five-year Democratic Party. Nasdem Party became one of the parties that experienced fierce political rivalries between political parties, due to the fact that many old political parties have experienced. Nonetheless, the Nasdem Party as the new party won the most votes and won the 2014 and 2019 elections. Therefore, the purpose of this research is to understand how the political marketing communication strategy used by Nasdem's party to win the 2014 and 2019 elections. The research uses concepts of political parties, political campaigns, and political marketing communications using qualitative methods with a case study approach and in-depth interviewing techniques. As a result, the sales oriented party political marketing communications strategy used by the Nasdem Party in the 2014 and 2019 elections led to the most votes cast in various places. The strategy aims to gain a share of the votes of the electorate, and a representation of the party and the figures being 'sold' by the political party. Candidates' figures are personally more likely to have strong implications for winning the elections than political parties' ideology. The strategy aims to gain a share of the votes of the electorate, and a representation of the party and the figures being 'sold' by the political party. Candidates' figures are personally more likely to have strong implications for winning the elections than political parties' ideology. The strategy aims to gain a share of the votes of the electorate, and a representation of the party and the figures being 'sold' by the political party. Candidates' figures are personally more likely to have strong implications for winning the elections than political parties' ideology