Komparasi Marketing Politik Medan Berkah Versus Medan Aman dalam Pemilukada Kota Medan Tahun 2020

Abstract

Political marketing is a tool and strategy that assists candidates in winning political battles. In the 2020 Medan City Regional Election, both Medan Berkah dan Medan Aman competed to secure the highest office in Medan. The aim of this research is to understand the comparative political marketing approaches employed by Medan Berkah and Medan Aman in their efforts to secure victory in the 2020 Medan City Regional Election. The research methodology utilized in this study is qualitative with a phenomenology approach. The primary data collection techniques employed include in-depth interviews and documentation. The findings of the research indicate that despite both candidates using push, pass, and pull marketing strategies in their campaign efforts, Medan Berkah dan Medan Aman had different approaches. This was influenced by the fact that the two candidates had distinct target demographics. Medan Berkah targeted the younger demographic, specifically millennials, in its marketing efforts. In contrast, Medan Aman segmented dissatisfied members of society during the prevailing regime. The use of political marketing aided the candidates in garnering support from the people of Medan and ultimately resulted in Medan Berkah emerging as the winner of the 2020 Medan City Regional Election.