Marketing Analysis of Political Positioning in Legislatif Election

Abstract

Legislative election in 2014 is the direct election of legislative candidates in district, provincial and national region.The purpose of this study is to analyze the political positioning based on regional aspects. The method used wasdescriptive qualitative, with the objects of study were the community, legislative candidates and members of theGeneral Election Commissions (KPU) in rural area rural area and commuter area. The techniques of collecting datawas in-depth interviews, field observations in the community, data documentations of legislative candidates, data ofvoters, electronic documentations, and questionnaires. Validation of the data was using triangulation of data betweenthe interviews data, observations data, documentation data and questionnaires data. Data analysis technique used theinteractive model analysis that consists of data preparation analysis, data sorting analysis, digging deep meaning tothe 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 were in the form ofcombination between pull political marketing approach which is synergized with push political marketing approach.In rural area, political marketing strategy by political parties and their promoted candidates find to use push politicalmarketing approach. Legislative election political positioning in commuter area turn out to be based onrational-emotional while in rural area based on emotional choices. This study is practically implicated that politicalmarket positioning can determine voters’ decisions appropriately. While the theoretical implications is increasingrepertoire of social sciences, particularly complementing between political science, marketing science and civiceducation so as to create a civil society.