Political Digital Marketing Strategy in Local Leader Election (Case Study of The Victory of Ridwan Kamil-Uu Ruzhanul Ulum In the West Java Local Leader Election 2018)

Abstract

The victory of Ridwan Kamil and Uu Ruzhanul Ulum in the Loca Leaders Election of West Java Province in 2018 has invited the curiosity of researchers and has given birth to various scientific studies in various dimensions. This phenomenon is very interesting to study, especially regarding the political digital marketing strategy. This research aims to find out and analyze about (1) Strategy and political digital marketing technique carried out by the RK-UU (2) To find out and analyze the effectiveness of communication through social media conducted by RK-UU to win public sympathy (3) To find out and analyze what strategic steps were taken by the coalition party bearing the RK-UU pair embodied in the campaign team and the Success team in the process of winning the RK-UU pair in the local leaders election of West Java Province 2018. The methodology used is qualitative with a descriptive case study approach. Data collection was carried out with primary and secondary data through depth interview with several informants such as the Chairperson of General Elections Commission of West Java, the Chairperson of the bearer party, the Chairman of the Success Team, the volunteers and especially two pairs of candidates. The effectiveness of the use of social media is able to beat conventional media. The RK-UU Campaign Team also proved successful in applying political marketing techniques to win the hearts of voters in West Java through approaches that refer to the Marketing Mix, which is known as 7Ps (Product, Promotion, Price and Place, People, Physical Evidence, Process).