New Political Party and Political Branding: Perindo for Prosperous Indonesia

摘要

In political contestation, branding for new political party has a central position in political marketing. This study discusses the formation of a new political party brand that make an effort to sell political products to the target voters. The research is qualitative using a case study method, with the basis of the main framework of political marketing Product-Sales-Market orientation models. This study shows, Perindo as a new political party in 2019 General Election applies the Market Oriented Party through the slogan "Perindo for Prosperous Indonesia". Perindo displays economic competency branding to attract the attention of voters in the lower middle class who are the largest voters in Indonesia. The study shows that the application of the market-based orientation model by the party gets the attention of voters even though in the end Perindo failed to pass the electoral threshold to the People's Representative Council (Indonesian: DPR) in Senayan, which only won 2.6 percent, however it is noteworthy that Perindo was the new political party that received the highest votes.