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  

Oleh:

Benyamin, Oscar

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - non-atma jaya
Dalam koleksi: ZENIT vol. 03 no. 03 (Dec. 2014), page 201-212.
Topik: political marketing; political brand; brand equity; campaign

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: ZZ1 Non-tandon: tidak ada Tandon: 1

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Isi artikel

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 and programs 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 '$ perception of the campaign activities on brand equity of Partai 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 PDI-Perjuangan 's brand 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, do beneficial campaign activities, design more attractive posters, and optimize Internet as media for the 2019 general election.

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