The administrative requirements set General Election Commission (KPU) to candidates for governor and lieutenant governor are advanced via the non-political. This means a party or candidate must be able to map the structure and characteristics of the people both geographic and demographic. National image price relates to whethervoters feelthe candidate isable toprovide a positive image and became the pride ofthe State, (4) Place, is closely related to present or distribution means a party and his ability to communicate with voters.
Psychological price refers tothe price of psychological perception, for example, a sense of comfort with ethnic background, religion, education. Economic price includes the cost of the party for the campaign. In this case the selection of media needs to be considered, (3) Price includes economic, psychological, up tothe national image. (2) Promotion is the efforts of advertising, public relations and promotions for a party which are mixed in such a manner according to the needs of society. This product contains the concept, identity, and ideologythat contribute to theformation of apolitical product. Political Marketing Mix can be translatedas follows: (1) Product means the party, candidates and party ideas that will be presented constituents. Understanding political marketing as submitted by O’class (1996) is an activity analysis, planning, implementation and control of politics and the election campaign was designed to create, build and maintain a mutually beneficial relationship between the party and the voters for the purpose of achieve success target of the perpetrators of political marketing.
Nevertheless, political marketing instead emphasized how the selling party or politician to the community, because in politics here are no transactions like in the business world. The use of marketing for political purposes is what gave rise to a new branch of marketing, namely political marketing, otherwise known as Political Marketing. Political Marketing became so popular in Indonesia because every political party in Indonesia equally expect in the event of an election victory. The development of the political scene in Indonesia continues to increase has allowed the application for the marketing field force political parties and non-parties in strategizing, winning the election. Marketing is no longer limited in the field of business, but has extended to the political field. (Faculty Member of International Marketing) Oleh: Freddy Pandapotan Simbolon, S.E., M.M.
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