Sigit Raditya's Political Marketing in the 2024 Legislative Election Campaign in West VI Electoral District
Abstract
In the 2024 legislative campaign, Sigit Raditya competed as a legislative candidate in one of the highly competitive electoral districts, the West Java VI Electoral District. Sigit Raditya lost in competing in the electoral district. This study uses a qualitative design with primary data through interviews with Sigit Raditya and the campaign team in Bekasi and Depok. The analysis was carried out using Nursal's political marketing framework which divides the focus of political marketing into three strategies, namely push, pull, and pass marketing. This study shows findings that in the political marketing that has been implemented by the Sigit Raditya campaign team, all three approaches have been contextually applied in the campaign in Bekasi and Depok. As a newcomer, formation and strengthening through an emotional approach with face-to-face practices are carried out in the push marketing strategy. However, this strategy is not optimal due to inadequate volunteer capacity and Sigit Raditya's absence from several face-to-face visit schedules which reduce his exposure to the grassroots. Then exposure to attract voters through visual media in a combination of digital (social media) and conventional (billboards, brochures) has also been implemented, but there are some inconsistencies in the visuals and aesthetics offered on social media and the distribution of props is uneven. While marketing using the pass marketing approach has attracted several public figures to strengthen support at the grassroots level, this strategy can still require encouragement from the involvement of public figures or influencers who work actively to market Sigit Raditya so that the reach of messages and exposure can increase and expand.
References
Blodgett, J., Lofy, B., Goldfarb, B., & Peterson, E. (2008). Winning Your Election the Wellstone Way: A Comprehensive Guide for Candidates and Campaign Workers. U of Minnesota Press.
Burton, M. J., Shea, D. M., & Miller, W. J. (2015). Campaign craft. ABC-CLIO.
Conley, B., & Lees-Marshment, J. (2019). Political strategy. Routledge.
Cwalina, W., Falkowski, A., & Newman, B. I. (2015). Political Marketing: Theoretical and Strategic Foundations. London: Routledge.
Dewan Perwakilan Rakyat Indonesia. (2019). Anggota DPR RI-Dewan Perwakilan Rakyat. Retrieved from: https://www.dpr.go.id/anggota/index/dapil/19
Fadhli, M. R. (2014). Strategi Kemenangan Artis Dalam Pemilihan Umum Legislatif 2014 (Studi Tentang Lucky Hakim dan Kemenangannya di Dapil Jawa Barat VI Kota Depok dan Kota Bekasi). UIN Syarif Hidayatullah.
Farhan. (2025). Interview Personal Tim Spesialis Media Sosial. Interiew Personal.
Ghifary, B. (2020). Marketing Politik Mulyadi Pada Pemilihan Umum DPR-RI Tahun 2019 di Provinsi Sumatera Barat. Jurnal Demokrasi dan Politik Lokal, 2(2), 140–147.
Goodkind. (2024). Daftar Caleg Terpilih DPR-RI di Jawa Barat VI. Retrieved from: https://goodkind.id/pileg/DPR-RI/Jawa-Barat-VI?page=1
Kamal, A. M., Darmawan, W. B., & Agustino, L. (2021). Strategi Komunikasi Politik PKS Jawa Barat Dalam Meningkatkan Perolehan Suara pada Pemilu 2019. Journal of Education, Humaniora and Social Sciences (JEHSS), 3(3), 1184–1192.
Koko. (2025). Interview Personal Tim Sukses Kota Depok. Interview Personal.
Kusnandar, V. (2024). Ini Jumlah Dapil di 38 Provinsi Indonesia pada Pemilu 2024. Retrieved from: https://databoks.katadata.co.id/datapublish/2023/01/16/ini-jumlah-dapil-di-38-provinsi-indonesia-pada-pemilu-2024
Lees-Marshment, J. (2011). The Political Marketing Game. London: Palgrave Macmillan UK.
Lees-Marshment, J. (2014). Political Marketing: Principles and Applications. Routledge.
Lees-Marshment, J. (2019). Introduction To Political Marketing: Political Marketing: Principles and Application. New York: Routledge.
Lezen ID. (2024). Hitung Suara Pemilihan Umum Dewan Perwakilan Rakyat Republik Indonesia Tahun 2024 Daerah Pemilihan Jawa Barat VI. Retrieved from: https://www.lezen.id/hitung-suara/dpr/jawa-barat-vi/3206
Muhammad, N., & Ramadhan, R. (2023). Akar Kuat PKS di Depok yang Hendak Dicabut Kaesang. Retrieved from: https://www.cnnindonesia.com/nasional/20230718145238-617-974891/akar-kuat-pks-di-depok-yang-hendak-dicabut-kaesang
Nursal, A. (2004). Political Marketing: Strategi Memenangkan Pemilu: Sebuah Pendekatan Baru Kampanye Pemilihan DPR, DPD, Presiden.
Prasetyo, A. (2024). Perolehan Suara Ranny Fahd Arafiq dan Peta Persaingan Pilkada Kota Depok. Retrieved from: https://www.kompas.id/baca/riset/2024/04/03/perolehan-suara-ranny-fahd-dan-peluang-persaingan-di-pilkada-kota-depok
Schafferer, C. (2017). Election Campaigning in East and Southeast Asia: Globalization of Political Marketing. Taylor & Francis Group.
Setiyani, W. (2023). Pemasaran Politik Lilis Nurlia dan Eka Widyani Latief Pada Pemilu 2019 di Kota Bekasi. Politeia: Jurnal Ilmu Politik, 15(1), 14–26.
Taufani, M. R. I. (2023). Lengkap! Begini Peta Kekuatan Parpol di Tiap Provinsi. Retrieved from: https://www.cnbcindonesia.com/research/20231127181042-128-492436/lengkap-begini-peta-kekuatan-parpol-di-tiap-provinsi
Trianggorowati, E., & Al-Hamdi, R. (2020). Strategi Kampanye Partai Islam: Kasus Partai Keadilan Sejahtera Pada Pemilu 2019. Jurnal Tapis: Jurnal Teropong Aspirasi Politik Islam, 16(1), 65–82.
Turcotte, A. (2020). Political Marketing Alchemy: The State of Opinion Research. Springer International Publishing.
Tuzzahra, I. (2019). Strategi Marketing Politik Hendrik Tangke Allo dalam Pemilihan Anggota DPRD Periode 2014-2019 di Kota Depok. Jakarta: UIN Jakarta.
Williams, C. B., & Newman, B. I. (2014). Political Marketing in Retrospective and Prospective. Taylor & Francis.
Yudi. (2025). Interview Personal Tim Sukses Kota Bekasi. Interview personal.
Copyright (c) 2025 International Journal of Science and Society
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
.png)
.jpg)
.png)
.png)
.png)
.png)
1.png)
.jpg)
-modified.png)
-modified.png)
-modified.png)
