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Oscar Benyamin, Oscar
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Pengaruh Komunikasi Pemasaran terhadap Ekuitas Merek Partai Politik Suatu Studi tentang Partai Demokrat dan Partai Demokrasi Indonesia Perjuangan (PDI-Perjuangan) di Kota Bandung dan Sekitarnya Benyamin, Oscar
Zenit Vol 3, No 3 (2014)
Publisher : Zenit

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Abstract

The 2014 general election was the fourth election after the reformation movement. Political parties had a chance to promote their ideas and programs in the campaign periods. During the campaign periods, all political parties used their chances to communicate their proposed ideas andprograms for the future of Indonesia. The objective of this study is to describe Bandung inhabitants’s perception of campaign activities, their opinion about the parties with a Customer Based Brand Equity model, and the effect of people’s perception of the campaign activities on brand equity ofPartai Demokrat and PDI-Perjuangan. This study uses multiple regression linear to analyze the effect of campaign activities to political party’s brand equity. The findings of this study show that people intensive and broadcasting campaigns have significantly affected both Partai Demokrat and PDIPerjuangan’sbrand equity. However, Internet campaign did not affect the brand equity of the two parties. From this study, political parties are advised to pick out unique topics for their campaigns, dobeneficial campaign activities, design more attractive posters, and optimize Internet as media for the2019 general election.Keywords: political marketing, political brand, brand equity, campaign
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