ANSAR AHMAD AND NYANYANG HARIS PRATAMURA'S VICTORY STRATEGY IN THE 2024 RIAU ISLANDS PROVINCE GUBERNUAL ELECTION
Keywords:
Winning Strategy, Political Marketing, Riau Islands Gubernatorial Election 2024Abstract
This research analyzes the winning strategy of Ansar Ahmad and Nyanyang Haris Pratamura in the 2024 Riau Islands gubernatorial election through a political marketing approach. Using qualitative descriptive methodology with case study strategy, the study applies Firmanzah's political marketing framework encompassing product, price, place, and promotion (4P). The product strategy highlights the candidates' vision, mission, programs, and Ansar Ahmad's experienced leadership profile. Price management involved efficient utilization of approximately IDR 2.5 billion campaign funds alongside emotional and ideological commitments from dedicated volunteers. Place strategy featured region-specific campaign distribution, strengthening traditional strongholds (Natuna, Lingga, Anambas) while intensively mobilizing strategic areas like Batam and Tanjungpinang. Promotion employed diverse creative approaches including social media campaigns, door-to-door outreach, face-to-face meetings, open dialogues, and community activities such as e-sports tournaments and cultural events. The promotional strategy was segmented for different voter demographics, incorporating local figures and youth engagement through both rational and emotional communication. This structured, adaptive approach is effectively aligned with the Riau Islands' regional segmentation and sociopolitical context, contributing to their electoral success
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