Strategi Marketing Politik Anies Baswedan Dan Muhaimin Iskandar (Amin) Pada Pemilu Tahun 2024 Melalui Youtube


  • Sumardi Universitas Muhamamdiyah Sinjai
  • Nurmiati Universitas Muhammadiyah Sinjai
  • Baharuddin Universitas Muhammadiyah Sinjai
  • Jamaluddin Universitas Muhammadiyah Sinjai



Political marketing, 2024 Presidential Election, YouTube


This research aims to determine the political marketing strategy of Anies Baswedan and Muhaimin Iskandar (AMIN) as Presidential and Vice Presidential Candidates in the 2024 Presidential Election, focusing on the YouTube platform through the 4P marketing-mix approach by Niffenegger (1989). The research method used is descriptive qualitative. The research results show that the AMIN pair has strong support from a coalition of parties and non-parliamentary parties, and has a positive track record. The promotional strategy via YouTube has proven to be effective with personal channels that have a significant number of subscribers and the use of popular hashtags such as #aminajadulu. Despite limited campaign funds, AMIN succeeded in optimizing self-help support and establishing cooperation with prospective legislative members. In addition, AMIN's campaign locations and targets are in accordance with the characteristics of voters in the 2024 presidential election, especially the Millennial and Gen Z generations. Through creative portals such as https://gagasankita .id/home and the Desak Anies and Slepet Imin programs, AMIN has succeeded in engaging with various segments of society. This research provides an in-depth understanding of the effectiveness of political marketing strategies via the YouTube platform, describes political support, and highlights success in accessing the Millennial and Gen Z generations.


Download data is not yet available.


Andrias, Moh. Ali dan Taufik Nurohman. 2013. “Partai Politik Dan Pemilukada (Analisis Marketing Politik Dan Strategi Positioning Partai Politik Pada Pilkada Kabupaten Tasikmalaya).” Jurnal Ilmu Politik Dan Pemerintahan 1 (3): 352–72.

Ardha, Berliani. 2014. “Social Media Sebagai Media Kampanye Partai Politik 2014 Di Indonesia.” Jurnal Visi Komunikasi 13 (01): 105–20.

Budiyono. 2016. “Media Sosial Dan Komunikasi Politik: Media Sosial Sebagai Komunikasi Politik Menjelang PILKADA DKI Jakarta 2017.” Jurnal Komunikasi 11 (1): 47–62.

Butler, Patrick, and Neil Collins. 2001. “Payment on Delivery ‐ Recognising Constituency Service as Political Marketing.” European Journal of Marketing.

Creswell, John W. 2012. “Research Design: Pendekatan Kuantitatif, Kualitatif,Dan Mixed (Edisi Ketiga).” Pustaka Pelajar.

———. 2015. Penelitian Kualitatif & Desain Riset. Mycological Research.

Dermody, Janine, and Richard Scullion. 2001. “Delusions of Grandeur? Marketing’s Contribution to ‘Meaningful’ Western Political Consumption.” European Journal of Marketing.

Handika, Rian, and Alia Azmi. 2020. “Marketing Politik Calon Legislatif Generasi Milenial ( Strategi Pemenangan Manufer Putra Firdaus Dalam Pemilu Legislatif.” Journal of Civic Education 3 (1): 61–73.

Henneberg, Stephan C., Margaret Scammell, and Nicholas J. O’Shaughnessy. 2009. “Political Marketing Management and Theories of Democracy.” Marketing Theory.

Hooley, Graham, Nigel F Piercy, Brigitte Nicoulaud, and John M Rudd. 2017. Marketing Strategy & Competitive Positioning. Pearson Education Limited.

Mathaisel, Dennis F.X., and Clare L. Comm. 2021. “Political Marketing with Data Analytics.” Journal of Marketing Analytics.

Meykristi, Celciane, Ventje Tamowangkay, and Trilke Tulung. 2023. “Peran Media Sosial Sebagai Sarana Marketing Politik Partai Solidaritas Indonesia ( PSI ) Provinsi Sulawesi Utara.” Jurnal Sam Ratulangi Politics Review 1 (1): 1–6.

Niffenegger, Phillip B. 1989. “Commentary: Strategies for Success from the Political Marketers.” Journal of Consumer Marketing 6 (1): 45.

Firmanzah. 2008. “Marketing Politik : Antara Pemahaman Dan Realitas.” Yayasan Obor Indonesia.

Pykett, Jessica, Rhys Jones, Marcus Welsh, and Mark Whitehead. 2014. “The Art of Choosing and the Politics of Social Marketing.” Policy Studies.

Romadhan, Mohammad Insan. 2018. “Personal Branding Jokowi Dalam Mempertahankan Brand Image Melalui Video Blog Youtube.” MetaCommunication; Journal of Communication Studies 3 (2): 76–93.

Rothschild, Michael L. 1978. “Political Advertising: A Neglected Policy Issue in Marketing.” Journal of Marketing Research.

Santiyuda, Putu Cemerlang, Ni Luh Ramaswati Purnawan, and Ni Made Ras Amanda Gelgel. 2023. “Kampanye #Berkaingembira Dalam Membangun Kesadaran Generasi Z Akan Budaya Berkain.” Jurnal Communio : Jurnal Jurusan Ilmu Komunikasi 12 (1): 1–12.

Smith, Gareth, and Andy Hirst. 2001. “Strategic Political Segmentation ‐ A New Approach for a New Era of Political Marketing.” European Journal of Marketing.

Tosepu, Yusrin Ahmad. 2018. “Media Baru Dalam Komunikasi Politik (Komunikasi Politik Di Dunia Virtual).” Jakad Media Publishing, 1–206.

Utomo, Wisnu Prasetya. 2013. “Menimbang Media Sosial Dalam Marketing Politik Di Indonesia: Belajar Dari Jokowi-Ahok Di Pilkada DKI Jakarta 2012.” Jurnal Ilmu Sosial Dan Ilmu Politik 17 (1): 67–84.



How to Cite

Sumardi, Nurmiati, Baharuddin, & Jamaluddin. (2024). Strategi Marketing Politik Anies Baswedan Dan Muhaimin Iskandar (Amin) Pada Pemilu Tahun 2024 Melalui Youtube. Jurnalika : Jurnal Ilmu Komunikasi, 8(1), 25–47.