STRATEGI KAMPANYE ANIES BASWEDAN-SANDIAGA UNO DALAM PEMILIHAN GUBERNUR DKI JAKARTA TAHUN 2017

  • Zulfi Hartanajaya Unpad

Abstract

The election of Governor DKI Jakarta 2017 was winning by Anies-Sandi. This research was aimed
to explain about Anies Baswedan-Sandiaga Uno’s campaign strategy to win the election of
Governor DKI Jakarta 2017. Researcher used J.B O'Day’s theory in order to explain the steps
Anies-Sandi in carrying out campaign strategies. Researcher used a qualitative method with a case
study analysis to explore more deeply about the strategies, processes, and activities they did to win
the election. Researcher used interviews and literature study to collect the data. The result of this
research reveals that the first thing the winning team did was to analyze the KPU, conduct a survey of regional characteristics and voter characteristics, conduct a SWOT analysis, and conduct a
survey of Anies-Sandi’s electability. Second, the winning team used the analyzed data to determine
the goals of the campaign. Third, the winning team determines the target voters who are divided
into several groups. Fourth, the winning team and volunteers make campaign messages that are
short, concise, and clear. Fifth, in building relationships with voters, winning team is using push,
pull, and pass marketing. And sixth, in the implementation of the campaign, the winning team took
full advantage of candidate figures.
Keywords: The Election of Governor DKI Jakarta 2017, Anies-Sandi, Campaign strategy

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Published
2021-09-30