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All Journal Mimbar Kampus Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Fahrizal Sukma, Fahrizal
Penjaminan Infrastruktur Indonesia (Persero)
Religion Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences Other

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Kampanye Politik Sebagai Politik Pemasaran : Tinjauan Atas Pemilihan Umum Calon Presiden Indonesia Tahun 2019 Sukma, Fahrizal; Cangara, Hafied; Saifulloh, Muhammad
Mimbar Kampus: Jurnal Pendidikan dan Agama Islam Vol 23 No 1 (2024): Mimbar Kampus: Jurnal Pendidikan dan Agama Islam
Publisher : Fakultas Tarbiyah IAI Nasional Laa Roiba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/mk.v23i1.4329

Abstract

Elections play an important role in the democracy. One of the stages of elections is a political campaign. Political campaigns symbolically unite citizens and leaders in a ritual of debate, discussion and dialogue every four years. However, this can only become a popular myth if political campaigns are not carried out in a democratic manner. In Indonesia, limited campaign time forces election participants to plan effective political campaign strategies through the mass media. This research is an analytical descriptive approach that will describe how the objectives of political campaigns can be achieved within the framework of marketing political communication theory, with a review of the 2019 Presidential Election case. Data and information are collected from Kompas.com, an online media during a certain period. In the 2019 election, the campaign period is very limited. Candidate use all available political resources to campaign and win elections. Based on news analysis on Kompas.com during campaign periode, as an incumbent candidate, Joko Widodo used a campaign to market the programs, such as: digital serving programs, the three magic cards program (Indonesia Smart College Card, Cheap Grocery Cards and Pre-Employment Cards) and infrastructure programs. Meanwhile, the Prabowo Subianto-Sandiaga Salahudin Uno candidate also used the campaign to market their programs, they are strengthening government institutions to prevent corruption and programs to improve Indonesia's economy. Candidate Joko Widodo-Ma'ruf Amin sold his dream, namely "Jokowi wins 75%" and “changes for the better”. Meanwhile, the Prabowo Subianto-Sandiaga Salahudin Uno candidate echoes the jargon "Indonesia wins" as his dream. Keywords: Indonesia’s Election; Campaign; Communication; Political Marketing
The Benefit Of Sponsorship Program : A Systematic Literature Review Sukma, Fahrizal; Nafiah Ariyani
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 4 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i4.1091

Abstract

Sponsorship can be cost-effective in terms of reaching a particular audience. It allows access to specific audiences that otherwise might be difficult to achieve. All sectors of society can be targeted and gained through sponsorship. They are sports, the arts, education, community, and broadcast. Sponsorship can also achieve many different objectives, including increased awareness, image enhancement, and improved relationships with various publics. However, sponsorship also has disadvantages, so companies must prepare a risk mitigation plan. This research will reveal the benefits obtained by the company after implementing the sponsorship program. In detail, it will discuss which sectors are utilizing the sponsorship program, the purpose of conducting it, and the effects or benefits the company gets from implementing the sponsorship program. This study is based on a systematic literature review. The online research used the Google Scholar database by browsing titles, abstracts, and keywords to locate empirical research studies in peer-reviewed journals recently published in 2018-2022. They are 20 articles selected because of their rather relevance to the topic. The sports sector is the highest sector that utilizes sponsorship programs. Sponsorship of sports is not necessarily specific to sports; sponsorship has provided an opportunity for commercial advertising by corporations and businesses also represents the industrial component of the sport product and is manifested through commercial advertising of its industrial aspect. The majority of the researchers revealed how the effect of the sponsorship program. This is in line with the theory that one of the advantages of sponsorship programs is the results of sponsorship programs can be measured through surveys. Based on the analysis of selected articles, sponsorship programs provide many benefits for companies, such as increasing awareness and the credibility of companies and their products. Sponsorship programs provide shared value (engagement); for instance, in sports, this value is formed among sponsors, sports clubs, and athletes.
Co-Authors Hafied Cangara, Hafied Muhammad Saifulloh Nafiah Ariyani