KUNCI KEMENANGAN LILIK LATIFAH DALAM PEMILIHAN KEPALA DESA GEMULAK, KECAMATAN SAYUNG, KABUPATEN DEMAK TAHUN 2022 BERDASARKAN ANALISIS MARKETING POLITIK

Abstract

The Village Head Election (Pilkades) is a form of local democracy that requires an effective political marketing strategy so that candidates can win the contest. In the 2022 Gemulak Village Election, Lilik Latifah succeeded in winning the election through a structured political marketing strategy. This study aims to analyze how political marketing applied, both by candidates, their success teams, and their husbands who support them, can contribute to victory. This research uses Niffenegger's political marketing theory, which includes elements of political product, promotion, price and place. The method used is a mixed method which combines qualitative and quantitative. A qualitative approach was carried out using in-depth interview techniques, observation and document analysis. Quantitative data is used to obtain data from the questionnaire to prove the validity of the data. Respondents consisted of candidates, success teams and voters in Gemulak Village who chose Lilik Latifah. The data obtained was analyzed descriptively-critically to understand how the political marketing implemented contributed to Lilik Latifah's election. The research results show that Lilik Latifah's political marketing in winning the village election in Gemulak Village, Sayung District, Demak Regency in 2022 can be said to be effective in attracting voters' votes so that she can become the winner in the 2022 Gemulak Village Village Election. Based on these findings, research recommends that candidates in local political contestations must build strong political branding, involve broad social networks, and utilize digital technology to increase campaign reach. The government and election organizers need to strengthen regulations regarding the practice of money politics so that elections can run more democratically. Apart from that, the public is expected to become rational voters by considering the candidate's work program and capacity, not just economic factors.