Political Marketing Strategy for Z Generation in North Sulawesi

Abstract

Political Marketing Strategy becomes an important thing in winning general elections. Generation Z needs different information and experiences to encourage them to participate in elections. The purpose of this research is to build a political marketing strategy that can be used for generation Z in North Sulawesi. The research method used is a qualitative method with a sample that is a generation Z in North Sulawesi. The results of this study indicate that the strategy has been successfully formulated using SWOT analysis. The results of this study indicate that the resulting political marketing strategy is an aggressive strategy. Several strategies that can be implemented include increasing the participation of young generation Z with political education, increasing the number of generation Z as politicians and volunteers, and providing political marketing information by implementing 7P (product, promotion, price, place, process, people, packaging) and Shorten the process and improve the quality of the political process, as well as provide training for generation Z. The conclusion that can be drawn from this study is that good political marketing will produce a strong influence and encourage generations.