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Strategi Pemenangan Politik Dalam Pemilihan Kepala Daerah (PILKADA)

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Kemenangan Ridwan Kamil dan Oded M Danial dalam Pilkada Kota
Bandung 2013 telah melahirkan berbagai penelitian ilmiah dalam berbagai
dimensinya. Fenomena ini menjadi unik dan menarik untuk dikaji, terutama
tentang strategi pemenangan politik pasangan RK-Oded sehingga pasangan ini
mampu mengalahkan incumbent dan pasangan lainnya (7 paslon lainnya) dengan
perolehan suara 45,24% dalam satu putaran. Oleh karena itu, penelitian ini
mengambil judul: "Strategi Pemenangan Politik Dalam Pemilihan Kepala
Daerah: Studi kasus Kemenangan Ridwan Kamil - Oded M. Danial pada
Pilkada Kota Bandung Tahun 2013”.
Penelitian ini bertujuan untuk mengetahui dan menganalisis tentang (1)
Strategi Pemenangan Politik yang dilakukan tim kampanye RK-Oded untuk
memenangkan Pilwalkot Kota Bandung 2013; (2) Strategi marketing politik,
Strategi komunikasi politik, dan model kampanye mutahir; yang dilakukan
Ridwan Kamil dan Oded M Danial dalam mempengaruhi dan merebut simpati
publik sehingga mereka menjatuhkan pilihan kepada pasangan RK-Oded dalam
Pilkada Kota Bandung 2013; (3) Langkah-langkah strategis dan kondisi apa
sajakah yang dilakukan oleh Partai koalisi pengusung pasangan RK-Oded Danial
yang terwadahi dalam tim kampanye dan tim sukses dalam proses memenangkan
pasangan RK-Oded dalam Pilkada Kota Bandung 2013.
Sehubungan penelitian ini akan dilakukan dengan studi kasus, yang akan
mediskripsikan secara mendalam tentang fokus penelitian ini, maka metodologi
yang tepat adalah secara metode Deskriptif Kualitatif dengan pendekatan studi
kasus. Pengambilan data akan dilakukan berdasarkan kelompok data primer dan
data sekunder, melalui informan yang digali dan di observasi secara mendalam,
serta di analisis secara konstruktif dan menghasilkan suatu kesimpulan.
Hasil penelitian ini menyimpulkan bahwa Tim kampanye RK-Oded telah
berhasil (1) mengekplorasi aspek kreativitas di dalam memasarkan visi, misi, ide
dan program, serta optimalisasi mesin politik PKS dan Gerindra Kota Bandung
dan diperkuat oleh para relawan; (2) menerapkan strategi “menyembunyikan
simbol partai” dalam kampanye, dengan lebih mengedepankan figur dan
ketokohan para kandidat. (3) Ridwan Kamil dan Oded melakukan komunikasi
politik ke semua level dengan mengembangkan politik pencitraan melalui media
sosial seperti twitter, Faceboook, Line, Instagram dll. (4) Penerapan teknik
marketing politik untuk mengambil hati para pemilih di Kota Bandung melalui
pendekatan-pendekatan yang mengacu kepada Mix Marketing yaitu yang dikenal
dengan istilah 4Ps (Product, Promotion, Price dan Place), ditambah dengan
strategi marketing politik syariah Islam yang bercirikan Rabbaniyah,
Akhlaqiyyah, Alwaqiiyah dan Insaniyah.
Kata kunci: Strategi Mix-Marketing Politik (konsep syariah), Strategi
Komunikasi Politik, dan Model Kampanye Mutahir.
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ABSTRACT
The winning of Ridwan Kamil and Oded M. Danial in Bandung Mayoral
Election of 2013 had encouraged many scientific studies conducted in different
dimensions. It is a unique and interesting phenomenon to study, mainly on the
politic strategy of the pair of RK-Oded by which it was able to defeat the
incumbent and other pairs (7 other pairs) by obtaining 45,24% of the vote only in
one round. Therefore, the title of this research is: “ Political Strategy in the
Election Winning : Case Study of M. Ridwan Kamil And Oded Danial Winning in
Bandung Mayor Election of 2013”
The objectives of this study were to find out and analysis the followings: (1)
The political strategy conducted by the campaign team of RK-Oded to win the
Bandung Mayoral Election of 2013; (2) The political marketing strategy,
political communication strategy, and advanced campaign model conducted by
Ridwan Kamil and Oded M Danial in influencing and seizing public sympathy as
they voted for RK-Oded pair in Bandung Mayoral Election of 2013; (3) The
strategic movements and conditions conducted by the coalition political parties
in the campaign and supporting teams in the process of winning the Bandung
Mayoral Election of 2013 for RK-Oded Pair.
As this study was conducted by using a case study, which will make an indepth description on the focus of the study, the appropriate methodology used for
this study was Descriptive-Qualitative with a case study approach. The data were
collected based on the classification of primary and secondary data, through the
informants who were asked and observed deeply, and were analyzed
constructively which eventually resulted in a conclusion.
Based on the results of this study, it can be concluded that the Campaign
Team of RK-Oded pair had successfully conducted the following strategies; (1)
exploring the aspect of creativity in marketing the visions, missions, ideas and
programs of RK-Oded pair, as well as optimizing the political machine of PKS
and Gerindra of Bandung City and was supported by the volunteers; (2)
implementing the strategy “hiding the symbols of political parties” in the
campaign, by having more emphasis on the figures and personalities of the
candidates; (3) Ridwan Kamil and Oded conducted political communication to
all levels of community by developing the political imaging through social media,
such as, Twitter, Facebook, Line, Instagram, etc.; (4) Implementing the political
marketing technique to seize the sympathy of the voters in Bandung City through
some approaches referred to Mix Marketing as known as 4Ps (Product,
Promotion, Price, and Place), added by some Islamic Political Marketing
strategy characterized by Rabbaniyah, Akhlaqiyyah, Alwaqiiyah, and Insaniyah.
Keywords: Political Strategies Marketing Mix (this concept), Political
Communication Startegies and Capaigns Models up to date

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Series Title

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Call Number

D4630

Publisher

Bandung : ., 2017

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Language

Indonesia

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NONE

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