Title:
POLITICAL MARKETING STRATEGIES USING A POSITIONING APPROACH AMONG YOUNG VOTERS

Authors:
Achmad Herman ,Indonesia

Abstract:
This study aims to identify the implementation of political marketing strategies using a positioning approach performed by the Regional Campaign Team of ‘Koalisi Indonesia Maju’ for Central Sulawesi Province to gain votes among young voters. This study used a qualitative method and data were collected from observation and in-depth interviews. The informants were the secretary, the head of media, young politicians, and young volunteers of the campaign team. The results of the study showed that the Regional Campaign Team of ‘Koalisi Indonesia Maju’ for Central Sulawesi Province used a positioning approach in building a certain image for Jokowi-Ma'aruf by depicting the figure of Jokowi as a young leader who is honest and close to young people. The campaign team also showed various differentiating factors owned by Jokowi-Ma'aruf to young voters. The Regional Campaign Team of ‘Koalisi Indonesia Kerja’ for the Central Sulawesi Province did not only use positioning actions for the Jokowi-Ma'aruf but also for the Regional Campaign Team itself.