Marketing Politik DPD II Partai Golkar Ngada pada Pemilu Legislatif 2024

NETO, Servansensius Vabrianus Mori (2025) Marketing Politik DPD II Partai Golkar Ngada pada Pemilu Legislatif 2024. Undergraduate thesis, Universitas Katolik Widya Mandira Kupang.

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Abstract

This thesis, titled Political Marketing of DPD II Partai Golkar Ngada in the 2024 Legislative Election, examines the political marketing strategies employed by DPD II Partai Golkar Ngada during the 2024 legislative elections. The central research question addresses how these strategies were implemented. The study utilizes political marketing theory to analyze the issue, employing a qualitative research methodology. Primary data sources include informants, while secondary data comprises documents related to the research variables. Data collection techniques encompass interviews, observations, and documentation. Data analysis was conducted through reduction, data presentation, conclusion drawing, and qualitative descriptive analysis. The findings reveal that : 1) Product: The past records of DPD II Partai Golkar Ngada, under the effective leadership of Andreas Paru, who also serves as the Regent of Ngada, highlight successful pro-people programs such as TANTE NELA PARIS. Active roles of Golkar cadres in fostering social relationships, transparent budget management, and pro-people policies have enhanced public trust. The Karya Siaga Gatra Praja doctrine, emphasizing tangible actions, has reinforced Golkar's image as a results-oriented party. Through concrete approaches in agriculture, livestock, fisheries, and tourism sectors, Golkar secured widespread support across five electoral districts, ensuring a significant victory in Ngada Regency. 2) Promotion: The dissemination and installation of campaign props (APK), in line with DPD Golkar Ngada's directives and KPU Ngada's Decree No. 93 of 2023, played a crucial role in the success of Partai Golkar and the researcher personally in the 2024 elections. APKs were evenly distributed across various sub-districts in Electoral Districts II, III, IV, and V, including remote areas, and strategically placed in locations such as markets and crowded centers. This strategy enhanced the visibility of campaign messages, strengthened the party's image, and directly introduced programs and candidates to voters. Adherence to KPU regulations reflects Golkar's commitment to conducting professional and responsible campaigns, ultimately building public trust and significantly contributing to success in the 2024 elections.3) Price: Financial support totaling Rp 1,163,017,500.00 for 25 legislative candidates of Partai Golkar across five electoral districts was pivotal in the success of the 2024 campaign in Ngada Regency. This funding facilitated extensive campaigns, including direct meetings, APK installations, and distribution of campaign materials. Well-organized campaigns, strategic APK placements, and compliance with KPU regulations fostered a positive image of Golkar as a professional and community-oriented party. Personal approaches through social activities and material assistance, such as basic necessities, strengthened emotional bonds with voters, increased the visibility of the party and its candidates, and bolstered public trust, serving as key factors in Golkar's success in Ngada Regency. Based on the above analysis, the author concludes that Product, Promotion, and Price significantly influenced Golkar's victory in the 2024 Legislative Election in Ngada Regency

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