PEMASARAN POLITIK PARTAI DEMOKRAT DAN PARTAI GOLKAR (Studi Tentang Perbandingan Pemasaran Politik Partai Demokrat dan Partai Golkar Dalam Rangka Menarik Massa Pada Pemilihan Umum Tahun 2014 di Daerah Istimewa Yogyakarta)

Abstract

Indonesia political constellation has changed very quickly from the New Order Era, Era of Reform and now Era of Democracy. Competition between the parties increasingly tapered in order to get support from the community. Competition including the Democatic Party and the Golkar Party. Since its emergence, the Democrats were able to make Yudhoyono as president and cemented themselvesinto the party of government through election victory over the two periods. But now, there is a wide
range of cases involving democrats in both the house of representative and the party’s internal structural positions. Similarly, the Golkar Party became the party of government once more than five periods. The party leaders actually carrying presidential candidate who has a nationalwide case unresolved. Both of these parties compete to gain the sympathy of the community in order to win the 2014 election. Study aimed to determine
how the political marketing of the Democratic Party and the Golkar Party in order to appeal to the masses at the General Election in 2014 in Yogyakarta. This research is qualitative and uses the theory of political marketing and the marketing mix.
Keywords: political marketing, political party, General Election