POLITICAL ADVERTISING STRATEGY OF GOLKAR POLITICAL PARTY CHAIRPERSON ABURIZAL BAKRIE IN THE 2014 LEGISLATIVE GENERAL ELECTION (COMPREHENSIVE CASE STUDY OF POLITICAL MARKETING STRATEGY)

Authors

  • Kenmada Widjajanto
  • Marisa Astuti

Abstract

The 2014 Legislative Election is a battleground for three major political parties which won
the biggest votes and became the strength of the 2009 legislative elections, namely the
Democratic Party (20.85% / 148 parliamentary seats), the Golkar Party (14.45% / 107
parliamentary seats) and the PDI Party. Struggle (14.03% / 93 parliamentary seats). As a
major party, Golkar, under its general chairman Aburizal Bakrie, has a target of winning in
the 2014 legislative elections and passing Aburizal Bakrie to be a candidate for the 2014-
2019 presidential. Golkar Party believes it has this opportunity, because the incumbent
president Susilo Bambang Yudhoyono from the Democratic Party won the 2009 election,
could no longer run as a presidential candidate in the 2014 election, because he has served as
president twice. To realize this ambition, the Golkar party assigned Rizal Mallarangeng, a
Party functionary who is also the director of the strategic institute Freedom Institute, to be in
charge of designing strategic campaign programs with the output of political advertisements
in mass media, especially television stations. This article is the essence of the results of
qualitative research with a case study approach to find out how the strategy for planning,
implementing and controlling political advertising by Golkar Party Chairperson Aburizal
Bakrie in the 2014 Legislative Election, conducted by Rizal Mallarangeng and his team.

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Published

2021-01-02

How to Cite

Kenmada Widjajanto, & Marisa Astuti. (2021). POLITICAL ADVERTISING STRATEGY OF GOLKAR POLITICAL PARTY CHAIRPERSON ABURIZAL BAKRIE IN THE 2014 LEGISLATIVE GENERAL ELECTION (COMPREHENSIVE CASE STUDY OF POLITICAL MARKETING STRATEGY). PalArch’s Journal of Archaeology of Egypt / Egyptology, 17(10), 1471-1485. Retrieved from https://archives.palarch.nl/index.php/jae/article/view/4860