New Political Party and Political Branding: Perindo for Prosperous Indonesia

DOI

10.2991/icas-19.2019.93How to use a DOI?

Keywords

political branding; new political party; brand awareness; brand association; market oriented party

Abstract

In political contestation, branding for new political party has a central position in political marketing. This study discusses the formation of a new political party brand that make an effort to sell political products to the target voters. The research is qualitative using a case study method, with the basis of the main framework of political marketing Product-Sales-Market orientation models [10]. This study shows, Perindo as a new political party in 2019 General Election applies the Market Oriented Party through the slogan "Perindo for Prosperous Indonesia". Perindo displays economic competency branding to attract the attention of voters in the lower middle class who are the largest voters in Indonesia. The study shows that the application of the market-based orientation model by the party gets the attention of voters even though in the end Perindo failed to pass the electoral threshold to the People’s Representative Council (Indonesian: DPR) in Senayan, which only won 2.6 percent, however it is noteworthy that Perindo was the new political party that received the highest votes.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Achmad Jamil
AU  - Sri Hesti
PY  - 2019/08
DA  - 2019/08
TI  - New Political Party and Political Branding: Perindo for Prosperous Indonesia
BT  - Proceedings of the First International Conference on Administration Science (ICAS 2019)
PB  - Atlantis Press
SP  - 449
EP  - 453
SN  - 2352-5398
UR  - https://doi.org/10.2991/icas-19.2019.93
DO  - 10.2991/icas-19.2019.93
ID  - Jamil2019/08
ER  -