Marketing Politik Pramono-Rano Pada Pemilihan Kepala Daerah Provinsi DKI Jakarta Tahun 2024

Hutagaol, Franklin Paskah Rowland (2026) Marketing Politik Pramono-Rano Pada Pemilihan Kepala Daerah Provinsi DKI Jakarta Tahun 2024. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini membahas marketing politik pasangan Pramono Anung dan Rano Karno dalam Pemilihan Kepala Daerah (Pilkada) Provinsi DKI Jakarta Tahun 2024 serta faktor-faktor yang mendukung kemenangan pasangan tersebut. Pilkada Jakarta 2024 menjadi kontestasi politik yang menarik karena berlangsung dalam konteks Pilkada serentak nasional, melibatkan pemilih yang sangat heterogen, serta mempertemukan pasangan calon dengan kekuatan koalisi partai yang berbeda. Meskipun hanya didukung oleh dua partai politik, pasangan Pramono–Rano berhasil meraih kemenangan dengan perolehan suara lebih dari 50 persen.Penelitian ini menggunakan pendekatan kualitatif dengan desain penelitian eksploratif dan metode studi kasus. Pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi. Informan penelitian dipilih secara purposive sampling yang terdiri dari tim pemenangan, kader partai politik, pengamat politik, serta masyarakat sebagai pemilih. Data yang diperoleh dianalisis secara deskriptif untuk memahami strategi kampanye yang dijalankan serta respons pemilih terhadap pesan politik yang disampaikan.Hasil penelitian menunjukkan bahwa keberhasilan Pramono–Rano didukung oleh penerapan marketing politik yang terintegrasi melalui strategi pull marketing, pass marketing, dan push marketing. Pull marketing dilakukan melalui pemanfaatan media sosial dan media luar ruang untuk membangun citra positif dan meningkatkan visibilitas kandidat. Pass marketing dijalankan dengan melibatkan tokoh politik, influencer, dan jaringan relawan guna memperluas jangkauan pesan kampanye. Sementara itu, push marketing diwujudkan melalui pendekatan langsung seperti blusukan, kampanye door to door, dan kegiatan tatap muka dengan masyarakat.Selain strategi marketing politik, kemenangan Pramono–Rano juga diperkuat oleh pemanfaatan modal sosial, modal ekonomi, modal budaya, dan modal simbolik. Kombinasi strategi dan modal tersebut membuat pesan kampanye lebih mudah diterima oleh masyarakat dan mampu membangun kepercayaan pemilih, sehingga mengantarkan pasangan Pramono–Rano meraih kemenangan pada Pilkada Jakarta 2024. Kata kunci: Marketing Politik, Pilkada Jakarta 2024, Strategi Pemenangan, Kampanye Politik./This research discusses the political marketing of the Pramono Anung and Rano Karno pair in the 2024 DKI Jakarta Provincial Head Election (Pilkada) and the factors that support their victory. The 2024 Jakarta Regional Head Election is an interesting political contest because it is taking place within the context of the national simultaneous regional head elections, involves a highly heterogeneous electorate, and brings together candidate pairs with different party coalition strengths. Despite being supported by only two political parties, the Pramono-Rano pair managed to win with over 50 percent of the vote. This research uses a qualitative approach with an exploratory research design and a case study method. Data collection was done thru in-depth interviews, observation, and documentation. The research reports that the information was selected thru purposive sampling, consisting of the campaign team, political party cadres, political observers, and the public as voters. The data obtained were analyzed descriptively to understand the campaign strategies implemented and voter responses to the political messages conveyed. The research findings indicate that the success of Pramono–Rano was supported by the implementation of integrated political marketing thru pull marketing, pass marketing, and push marketing strategies. Pull marketing was carried out by utilizing social media and outdoor media to build a positive image and increase candidate visibility. Pass marketing was executed by involving political figures, influencers, and volunteer networks to broaden the reach of the campaign message. Meanwhile, push marketing was realized thru direct approaches such as blusukan (walking thru neighborhoods), door-to-door campaigns, and face-to-face activities with the community. Beside political marketing strategies, the victory of Pramono–Rano was also strengthened by the utilization of social capital, economic capital, cultural capital, and symbolic capital. This combination of strategy and capital made the campaign message more easily accepted by the public and helped build voter trust, leading to the Pramono-Rano pair's victory in the 2024 Jakarta Regional Head Election. Keywords: Political Marketing, Jakarta Regional Election 2024, Winning Strategy, Political Campaign

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