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All Journal International Journal of Nusantara Islam Abdi Masyarakat JIIP (Jurnal Ilmiah Ilmu Pendidikan) Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Jurnal Abdimas Sang Buana Journal Sains and Education Toplama International Journal of Nusantara Islam
Sandra Irawaty
Universitas Sangga Buana
Religion Arts Humanities Education Energy Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Mathematics Social Sciences Other

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A Phenomenological Inquiry into Political Marketing Dynamics in Indonesia's 2024 Presidential Election: The Case of Anies Baswedan's Campaign Narrative Al-Fikri, Muchsin; Anggraeni, Vilma Dewi; Irawaty, Sandra; Shahruddin, Mohd Solahuddin
International Journal of Nusantara Islam Vol 14 No 1 (2026): International Journal of Nusantara Islam
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/ijni.v14i1.51181

Abstract

This study aims to analyze the political marketing strategies implemented by the Anies Rasyid Baswedan and Abdul Muhaimin Iskandar (AMIN) ticket in the 2024 Presidential Election through a phenomenological approach. The research focuses on interpreting the experiences of political actors—including the supporting parties, campaign teams, and volunteers—in building a political narrative based on change and social justice. The phenomenological approach was chosen to explore the subjective meaning of the political communication process and campaign strategies that shape the candidate pair's image in the public eye. The results of the study indicate that the strategy of Segmenting, Targeting, and Positioning (STP) and the implementation of the Marketing Mix (product, promotion, price, and place) became the main foundation in shaping the public perception of the AMIN ticket. Political products that emphasize moral values, integrity, and support for the common people were promoted through digital strategies and a massive volunteer movement. These findings confirm that political marketing is not only an electoral instrument, but also a social communication process that builds moral legitimacy and public participation. This research provides a theoretical contribution to the development of political marketing studies in Indonesia, particularly in the context of participatory democracy that emphasizes ethics, transparency, and public trust.
Co-Authors Abdurrahman Rahim Thaha Adi Permana Sidik Al-Fikri, Muchsin Anggraeni, Vilma Dewi Barick Ahmad Setiawan Cunanda, Andriansyah Deni Nurdyana Hadimin Dwi Handayani Fauzan Aziz Firdaus, Ridwan Tho At Gunawan, Putri Kurnia H. Muchsin al-Fikri Hayun Setiawan Hersusetiyati Hersusetiyati Hersusetiyati, Hersusetiyati Hikmat Saepudin Kristin, Fie Lien Leni Rohida Muhammad Dadi Priadi Nurhaeni Sikki Prasastiningtyas, Widyapuri Pupi Indriarti Zaelani Pupi Indriati Zaelani Purnama Rachmanita Rachman, Reza Saeful Roni Tabroni Sabila, Silsi Sanusi, Nunung Shahruddin, Mohd Solahuddin Sikki, Nurhaeni Sri Diana Amelianda Tatang Sudrajat Taufik Sahroni Widyapuri Prasastiningtyas Witri Cahyati Yadiman Yadiman Yuyun Yuniarsih