Yasin, A. Reza Ardika and Rochmansjah, Heru (2025) MARKETING POLITIK PARTAI NASDEM DALAM MENINGKATKAN KETERLIBATAN ANAK MUDA UNTUK MENJADI ANGGOTA PARTAI POLITIK DI PROVINSI GORONTALO. Diploma thesis, Institut Pemerintahan Dalam Negeri.
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Abstract
ABSTRACT Problem Statement/Background (GAP): This research is motivated by the low level of youth involvement in political parties in Indonesia, as reflected in various national surveys. However, the NasDem Party in Gorontalo Province demonstrates a contrasting trend, with approximately 40% of its members being from the youth demographic. This significant participation raises the question of what political marketing strategies are employed by the NasDem Party to effectively attract young people to join the party. Purpose: This study aims to analyze the political marketing strategies of the NasDem Party in increasing youth involvement as political party members in Gorontalo Province, and to identify the challenges faced during implementation. Method: The research adopts a descriptive qualitative approach. Data were collected through interviews, observation, and documentation. Informants were selected using purposive and snowball sampling techniques. The analytical model is based on Firmanzah’s (2012) political marketing theory, which includes the 4Ps (Product, Price, Promotion, and Place) as well as Segmentation and Positioning. Results/Findings: The findings show that the NasDem Party offers a political “product” through its ideology of restoration and its flagship “NasDem Calling” program, complemented by youth-focused activities such as leadership training, cultural events, and sports tournaments. Promotional strategies include both face-to-face engagement and digital campaigns via social media platforms like Instagram, Facebook, and TikTok. In terms of “price,” the party emphasizes psychological closeness such as using the term “Kakak” (older sibling) and operates efficiently despite limited funding. Distribution (“place”) is carried out evenly across regions through a community-based approach. Segmentation is tailored based on geographic and demographic profiles, while positioning focuses on creating an exclusive yet inclusive image of a credible and committed party. The study also identifies several obstacles, including limited internet access in remote areas, negative perceptions of political parties among youth, budget constraints, and challenges in creating engaging digital content. Conclusion: The NasDem Party’s political marketing strategy in Gorontalo Province has been relatively effective in increasing youth participation. However, structural and technical barriers remain. The study recommends enhancing digital infrastructure, improving political literacy, and maintaining consistent youth-oriented branding to ensure sustainable youth engagement in political party membership. Keywords: Political Marketing, NasDem Party, Youth Participation, Political Engagement, 4Ps Political Mix ABSTRAK Permasalahan/Latar Belakang (GAP): Penelitian ini dilatarbelakangi oleh rendahnya tingkat keterlibatan anak muda dalam keanggotaan partai politik di Indonesia, sebagaimana terlihat dari berbagai survei nasional. Namun, Partai NasDem di Provinsi Gorontalo justru menunjukkan capaian berbeda, dengan persentase anggota partai dari kalangan anak muda mencapai 40%. Tingginya partisipasi ini menimbulkan pertanyaan mengenai marketing politik seperti apa yang diterapkan oleh Partai NasDem hingga mampu menarik keterlibatan anak muda secara signifikan. Tujuan: Tujuan dari penelitian ini adalah untuk menganalisis marketing politik Partai NasDem dalam meningkatkan keterlibatan anak muda sebagai anggota partai politik di Provinsi Gorontalo, serta mengidentifikasi hambatan-hambatan yang dihadapi dalam proses tersebut. Metode: Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi. Informan dipilih melalui teknik purposive dan snowball sampling. Data dianalisis menggunakan teori marketing politik Firmanzah (2012) dengan pendekatan bauran marketing politik 4Ps (Product, Price, Promotion, Place), serta segmentasi dan positioning. Hasil/Temuan: Hasil penelitian menunjukkan bahwa marketing Partai NasDem meliputi penawaran produk politik berupa ideologi restorasi tanpa mahar, program “NasDem Memanggil”, dan kegiatan pelatihan serta festival yang menyasar anak muda. Strategi promosi dilakukan melalui media sosial dan kegiatan langsung. Harga didefinisikan dalam bentuk efisiensi anggaran dan pendekatan emosional, seperti penggunaan sapaan “Kakak”. Distribusi dilakukan merata hingga ke pelosok melalui pendekatan komunitas. Segmentasi dibagi berdasarkan karakteristik geografis dan demografis, sementara positioning dibangun melalui citra eksklusif namun inklusif. Hambatan utama yang dihadapi meliputi keterbatasan akses internet, persepsi negatif anak muda terhadap partai politik, keterbatasan anggaran, dan tantangan dalam produksi konten digital yang menarik. Kesimpulan: marketing politik Partai NasDem di Provinsi Gorontalo dinilai cukup berhasil dalam meningkatkan keterlibatan anak muda menjadi anggota partai. Namun, beberapa hambatan struktural dan teknis masih perlu diatasi melalui penguatan kapasitas digital, edukasi politik, dan pencitraan partai yang konsisten agar keterlibatan anak muda dapat dipertahankan dan ditingkatkan ke depannya Kata Kunci: Marketing Politik, Partai NasDem, Anak Muda, Keterlibatan Politik, Bauran Politik 4Ps
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Politics and Government > Governance Policing Practice |
| Depositing User: | Politik Indonesia Terapan |
| Date Deposited: | 20 May 2025 01:51 |
| Last Modified: | 20 May 2025 01:51 |
| URI: | http://eprints.ipdn.ac.id/id/eprint/21197 |
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