Evaluation of Farmer's Political Marketing Strategy Independence in Winning the Presidential Pair and Vice President of Central Java
Abstract
This study examines the political marketing strategy of the Tani Merdeka organization in winning the Prabowo-Gibran ticket in Central Java in the 2024 Presidential Election. The history of elections in Indonesia shows a significant evolution of democracy, and the 2024 Presidential Election is a crucial arena where political marketing strategies play a fundamental role. The emergence of supporting organizations such as Tani Merdeka, which focuses on the farmer segment and forms a massive structure (thousands of posts in Central Java), reflects the evolution of an increasingly segmented campaign strategy. The electoral success of the Prabowo-Gibran ticket in Central Java, with significant vote acquisition in farmer-based areas, indicates the effectiveness of the strategy implemented by Tani Merdeka. This research employed a qualitative method with a phenomenological study approach, focusing on exploring the meaning and experiences of the research subjects. Data were collected through in-depth interviews with active members of Tani Merdeka involved in the campaign, as well as field observations. Data analysis included data reduction, data presentation, and conclusion drawing, with a focus on the implementation of political marketing strategies (products, promotions, segmentation, social capital) and the interpretation of their effectiveness by the actors. Data credibility was tested through data triangulation, inter-researcher triangulation, and theory triangulation. The research concludes that Tani Merdeka's success in mobilizing farmer support is based on effective integration between: a program focus that addresses farmers' fundamental needs (fertilizer, prices, irrigation), superior political marketing through direct interaction and emotional dialogue, a targeted political strategy that segmented and targeted farmers as a voter base, and the utilization of social capital through a personal, honest, and empathetic approach. This combination of elements creates trust, expands reach, and generates genuine and sustainable support from farmers.
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