Therefore, political marketing will be a weapon for the party to get votes from the public. As previously known, the Nasdem-PKB party has carried the presidential reading and vice presidential readings for 2024, namely Anies Baswedan and Muhaimin Iskandar (Cak Imin). In addition, from the PDI Perjuangan, the struggle carried the presidential reading of Ganjar Pranowo and of the Gerindra carried the presidential reading of Prabowo Subianto.
Social media such as Instagram, Twitter, and Facebook have previously become marketing strategies for the party. But this time is different because of the existence of Tiktok social media which will play an important role in the success of the party in winning votes from the public. As reported by DataIndonesia.id that Tiktok users in January 2023 in Indonesia have currently reached 109.9 million. There are many Tiktok users in the world and in Indonesia because the platform contains a variety of interesting short video content.
This will make political parties in Indonesia compete to create interesting content so that they can gain many votes from Tiktok users. Apart from the large number of Tiktok users in Indonesia, the thing that must be considered is content that contains disinformation and hoax content. Because it will be dangerous, of course, if there is a lot of hoax and disinformation content circulating.
But another marketing strategy used by the party is to invite artists to become candidates in their party. Of course, this is beneficial for the party itself because the popularity possessed by artists is believed to contribute to the success of political parties to grab seats in council seats.
Everything related to social media, then can be called political marketing. According to Butler and Collins (2001), political marketing is a permanent concept that must be carried out by a political party, politician, or contestant in building public image trust. According to Haroen (2014), political marketing is the application of marketing concepts and methods into the political world.
Therefore, the public must be wise in choosing parties or candidates and even presidents in 2024 because it will determine Indonesia in the future.
