Abstract

This article examines the comparison of political marketing used by the candidate pair for Regent and Deputy Regent number 01, namely Ratu Tatu Chasanah and Pandji Tirtayasa to win their victory over candidate pair number 02 Nasrul Ulum and Eki Baihaki in the Regional Head Election (Pilkada) Serang Regency this year. 2020 ago. Where in the political battle that occurred in the Serang Regional Election this time was so interesting, because the political campaigns carried out by each article were carried out directly and some were carried out through new media (New Media), namely Social Media as an effort to prevent crowds in the middle of the street. in the midst of the Covid-19 pandemic. In the final election results, article number 01 came out as the winner in the contestation. Therefore, the research team conducted a search and analyzed the subject of "Comparative Political Marketing: A Case Study of the Victory of Paslon 01 Tatu – Padji over Paslon 02 Nasrul – Eki in the 2020 Serang District Election". In this study, the research team used the theoretical framework of Phillip B. Neffinegger's 4P Political Marketing Process as a tool for analysis. The research method used in this study is a descriptive qualitative method, in which this type of method is expected to be able to answer the problems being studied. Based on the research that the research team has carried out, it results that the candidate pair number 01 Tatu – Pandji has a political marketing strategy that is superior to the candidate pair number 02, namely Ulum – Eki, which then makes the incumbent pair again win the position as Regional Head. and Deputy Regional Head in Serang Regency.


 


Keywords: Political Marketing, Election 2020, Serang District Election.