Strategi Marketing Politik Tim Relawan Dalam Pemenangan Walikota Kupang Terpilih Periode 2024-2029

Abstract

This study aims to analyze the political marketing strategies implemented by the volunteer team in securing the victory of the Mayor and Deputy Mayor candidates of Kupang for the 2024–2029 period. The research adopts Adman Nursal’s 3P theory approach: Push Marketing, Pull Marketing, and Pass Marketing. This approach emphasizes the importance of effective political communication in attracting voters' attention and support. Through Push Marketing strategies, the volunteer team conducted direct outreach to voters to stimulate their participation. Pull Marketing was applied by utilizing mass media and digital platforms to shape a positive image of the mayoral candidates. Meanwhile, Pass Marketing was carried out by involving influential figures to broaden the scope of support. This research uses a descriptive qualitative approach with data collection techniques including interviews, observation, and documentation. The results indicate that the strategic combination of the three marketing approaches was highly effective in increasing voter engagement and securing victory in the local political contest.