Electronic Theses and Dissertation

ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh marketing politik terhadap
keputusan masyarakat Kota Banda Aceh dalam memilih Illiza Sa’aduddin Djamal
pada Pilkada 2024. Fenomena keterpilihan Illiza menarik untuk dikaji mengingat
konteks sosial Aceh yang secara kultural masih lekat dengan kepemimpinan lakilaki.

Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei
melalui penyebaran kuesioner kepada masyarakat Kota Banda Aceh. Data yang
diperoleh dianalisis menggunakan uji validitas, reliabilitas, serta analisis regresi
linear sederhana. Kerangka teoretis penelitian ini mengacu pada teori Three Ways
Strategy yang dikemukakan oleh Thomas L. Harris (1991), yang meliputi strategi
push, pull dan pass marketing. Hasil penelitian menunjukkan bahwa marketing
politik berpengaruh signifikan terhadap keputusan memilih masyarakat.
Berdasarkan nilai Adjusted R Square sebesar 0,826, dapat disimpulkan bahwa
marketing politik memberikan kontribusi sebesar 82,6% terhadap keputusan
pemilih, sementara 17,4% dipengaruhi oleh faktor lain di luar penelitian. Dengan
demikian, hipotesis penelitian (H1) diterima dan hipotesis nol (H0) ditolak. Temuan
penelitian juga menunjukkan bahwa Illiza Sa’aduddin Djamal berhasil
mengimplementasikan ketiga strategi marketing politik secara sinergis. Namun,
strategi pull marketing menjadi faktor paling dominan dalam memengaruhi
keputusan pemilih, dengan tingkat keterpengaruhan mencapai 90–94%. Strategi ini
efektif dalam membangun kedekatan emosional, citra religious, serta kredibilitas
kandidat yang selaras dengan nilai keislaman dan budaya masyarakat Aceh.
Penelitian ini menegaskan bahwa marketing politik berperan penting dalam
membentuk persepsi publik dan penerimaan kepemimpinan perempuan dalam
konteks sosial-budaya Aceh.
Kata Kunci : Pilkada, Marketing Politik dan Keputusan Memilih

ABTRACT This study aims to examine the influence of political marketing on the voting decisions of the people of Banda Aceh City in the 2024 Regional Head Election (Pilkada), particularly in relation to the election of Illiza Sa’aduddin Djamal. This phenomenon is significant given the socio-cultural context of Aceh, which has traditionally been associated with male-dominated leadership. This research employs a quantitative approach using a survey method by distributing questionnaires to residents of Banda Aceh City. The collected data were analyzed using validity and reliability tests, as well as simple linear regression analysis.The theoretical framework of this study is based on the Three Ways Strategy proposed by Thomas L. Harris (1991), which consists of push, pull and pass marketing strategies. The results indicate that political marketing has a significant influence on voters’ decisions. The Adjusted R Square value of 0.826 shows that political marketing contributes 82.6% to voters’ decision-making, while the remaining 17.4% is influenced by other factors beyond the scope of this study. Therefore, the research hypothesis (H1) is accepted, and the null hypothesis (H0) is rejected. Furthermore, the findings reveal that Illiza Sa’aduddin Djamal successfully implemented the three political marketing strategies in a balanced and integrated manner. Among these strategies, pull marketing emerged as the most dominant factor influencing voter decisions, with an influence level ranging from 90% to 94%. This strategy proved effective in building emotional attachment, maintaining message consistency, and constructing a religious and credible political image aligned with Islamic values and the socio-cultural characteristics of the Acehnese community. Thus, political marketing plays a crucial role in shaping public perception and facilitating social acceptance of female leadership in the local political context of Aceh. Keywords : Regional Elections, Political Marketing and Voting Decisions