Analisis Peran Relawan UbahBareng Jabodetabek dalam Implementasi Strategi Marketing 3P untuk Pemenangan Pilpres 2024
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Upaya pemenangan pasangan Anies Baswedan-Muhaimin Iskandar (Anies-Imin) pada Pemilihan Presiden 2024 tak terlepas dari keterlibatan relawan. Tujuan penelitian adalah melakukan analisis implementasi strategi pemasaran politik 3P (push, pull, dan pass marketing) yang dilakukan oleh relawan UbahBareng Jabodetabek dalam mendukung kampanye Anies-Imin. Penelitian menggunakan metode deskriptif kualitatif dengan sumber yang berasal dari data primer dan sekunder. Hasil penelitian menunjukkan UbahBareng Jabodetabek mengimplementasikan push marketing melalui kegiatan seperti menonton bersama, fun mini soccer, dan mengunjungi pemukiman. Pull marketing diimplementasikan melalui branding media sosial, publikasi kegiatan, dan konten menarik terkait Anies-Imin. Pass marketing diimplementasikan dengan kolaborasi bersama berbagai pihak dalam kegiatan dan inisiatif yang diadakan. Strategi 3P yang dilakukan efektif dalam mempromosikan Anies-Imin dan meningkatkan keterlibatan pendukung dalam rangka meningkatkan peluang pemenangan kandidat Anies-Imin.
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