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JURNAL SCIENTIA, Volume 12 No 4, 2023 ISSN 2302-0059

MARKETING MIX FACTORS THAT INFLUENCE THE

COMPETITIVENESS OF POLITICAL PARTIES IN
GARUT REGENCY, WEST JAVA PROVINCE
Rossy Lambelanova1, Hyronimus Rowa2, Dedeh Maryani3, Triyanto4
Institut Pemerintahan Dalam Negeri Kampus IPDN Jatinangor, South Sumedang, Indonesia1,2,3,4
Email: rossylambelanova@ipdn.ac.id

This research is to examine and analyze marketing mix factors that influence the
Keywords: competitiveness of political parties in Garut Regency, West Java Province. The
Marketing Mix, research method used is a mixed method concurrent strategy, where data
Political Party collection for using qualitative and quantitative methods is carried out at the same
time. The research results show that the marketing mix factors of 9 (nine) major
Competitiveness
parties that will occur in 2023 ahead of the 2024 election in Garut Regency, West
Java Province, namely from the 7 (seven) dimensions of the marketing mix
variable (X), can be concluded as marketing factors. mix is included in the Fairly
Good category. However, the price dimension has a bad category. This is
generally because many promises from both legislative members and regional and
national leaders have not been fulfilled, for example fuel prices, basic electricity
and gas tariffs continue to increase so that people's purchasing power decreases.
The condition of political party competitiveness that occurs in Garut Regency,
West Java Province from 4 (four) dimensions, namely Arena, Access, Advantage
and Activities in the quite good category as well as indicators of Service, segment
targets, general strategy, Competitor targets, party channels, diversity party
channels, communications, scale, scope and alliances. The influence of marketing
mix factors on the competitiveness of political parties in Garut Regency, West
Java Province is 50.9%, which means that if the marketing mix variable (X) is
increased, it will automatically increase the competitiveness of each political party
concerned.

1. INTRODUCTION
In Indonesia, the existence of political parties experienced development after the reformation in
1997. This had implications for a very significant increase in the number of parties participating in
elections, namely 3 parties during the New Order and 42 parties at the beginning of the reformation.
The development of the number of parties participating in the election during the election period from
1997 to 2019 also had a very significant impact on the competitiveness of political parties, which
became increasingly tight in terms of vote acquisition, because the voters' votes were spread across
the number of political parties participating in the election. Currently in Indonesia research on
political marketing is still very limited, which according to experts who research this matter, there are
still less than ten (10) research results. In fact, the success of a political party in winning general
elections is largely determined by several factors, both internal and external factors. One of the factors
that determines the success of a political party in winning the general election is political marketing.
Until now, the concept of political marketing, especially regarding marketing programs in improving
the party's image and reputation as well as its influence on voting intention of political parties, has not
been widely developed in developing countries, including Indonesia, because there are still people,
including politicians, who do not understand or lack of confidence that the image of the party and the
reputation of the political party will influence voting intention.
It is best for all communities involved in developing knowledge in the field of political
marketing to continue to study it through various activities, including research activities, seminars,
writing, publications, etc. of a scientific nature so that it continues to develop, so that political
marketing is better known and can become a scientific discipline that can be scientifically accountable
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and develop like other social sciences. The lack of interest among Indonesian politicians in the
importance of political marketing can be seen from the efforts of political parties in achieving their
target of gaining votes or even winning the general elections that have been previously determined. In
general, they have not implemented appropriate political marketing programs, namely political
marketing programs that are produced from the results. scientific assessment. Therefore, many of the
results are still not in line with expectations, both the expectations of the voting public and the
expectations of the political parties concerned.
Literature review
Political parties
Political parties are stated by experts, including Carl Friedrich, quoted by Budiardjo (2008:
160) as saying: "Political parties are human groups that are stably organized with the aim of seizing or
maintaining power for their party leaders, and based on that power it will provide benefits. material
and ideal to its members”. Meanwhile, Budiardjo (2008:159) states that a political party is a political
organization that adheres to a certain ideology or is formed with a special purpose or a political party
is an organized group whose members have the same orientation, values and characteristics. The goal
of this group is to gain power and seize political position (usually) by constitutional means to
implement their policies.
Political Marketing
The concept of marketing has been put forward by many experts. However, it is known that the
concept of marketing in a social context as a social science discipline has long been linked to
exchanges between social actors, for example individuals, groups or organizations. This is as stated by
Hunt (1983) quoted by Marin, et al (2009), that: "Marketing is a behavioral science that tries to
explain exchange relationships."
Based on the marketing definition above, when applied to the political sector, the customers are
the public as voters of political parties who will determine their choices in general elections, in
determining candidates who will occupy political positions and their choices in electing members of
parliament or the House of Representatives or Regional People's Representative Assembly.
Political marketing as a form of marketing in the public sector is something that has been
increasingly discussed by marketing experts in the last three decades. This is in line with the opinion
of Lees-Marshment (2006: 124) who states: "Political marketing is an interesting field that is little
known and many aspects are quite worthy of debate." Then O'Shaughnessy (2002: 1089) stated: "To
carry out political marketing is to undertake a journey, but not to control one's destiny."
According to Scammell (1999:719), political marketing can be seen as: "something that
democratic parties and candidates do in order to get elected and this is very different from the initial
form of salesmanship in politics". Scammell (1999) further stated that political marketing offers a new
way of understanding and managing modern politics. Likewise, O'Cass (1996) suggests that political
marketing encourages and enables political parties and voters to be part of a constructive dialogue.
Based on several understandings and opinions expressed by the experts above, the author can
conclude that political marketing has several keywords that can be considered, namely as follows:
a. Activity
b. Party
c. Candidates put forward by the party
d. Marketing conceptg
e. Voter
f. Related to image, reputation and leadership
g. Policy formulation and output
Political Party Marketing Strategy Concept
As stated in the previous description, internal factors and external factors of political parties
influence the success of political marketing. Therefore, these factors must be taken into consideration

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by political parties in determining their political marketing strategies. Strategy seen from the design
school school or school according to Mintzberg (1989) is as a conception process. This planning
school proposes a model for making the most suitable strategy, namely that there is a match between
internal capabilities and external possibilities. Marketing strategy is a marketing management tool or
component in order to support the successful implementation of marketing programs. In the political
sector, the emphasis on strategy is the main contribution of the political marketing literature, changing
attention from promotional techniques to the strategic objectives of the party/organization as a whole,
as well as turning the perspective from the approach that political marketing is part of a
communication or campaign process to a process that broader and more comprehensive (Scammell,
1999:723). This is the main reason that makes political marketing a sub-discipline (Scammell,
1999:723; O'Shaughnessy, 2001:1049). The consequence is that the main driver of change in politics
is not the media, but the strategic activities of political party organizations in understanding the
political market.
Marketing Mix in Politics
This marketing mix concept has long been developed in the field of marketing science, where
according to Chai Lee Goi (2009), the first to put forward this concept was Borden (1965) who
initially received inspiration from Culliton (1948) and Mc-Carthy (1964). Initially, Borden offered a
set of 12 elements that must be considered in supporting marketing success, namely as follows:
product planning; pricing,; branding; distribution channel; private selling; advertisement; promotion;
packaging; appearance; service; physical management; and fact-finding and analysis. Then Chai Lee
Goi (2009) quotes the opinion of Frey (1961) indicating that marketing variables must be divided into
two parts, namely: offering (product, packaging, trademark, price and service) and methods and tools
(distribution channels, personal selling, advertising , sales promotion and publicity). As science
develops, Borden groups the 12 elements into 4 marketing mix components, which are better known
as the 4Ps of the marketing mix, namely: product, price, place and promotion. Furthermore, scientists
in the field of marketing continue to carry out research activities which include criticizing the
marketing mix concept put forward by Borden.The success of a political party in gaining votes in
elections also occurs if the party integrates the 7Ps of the most ideal marketing mix, namely: product,
price, place, promotion, people, process and physical evidence. However, the discussion of marketing
mix in the context of political marketing has its own characteristics compared to the marketing mix in
general (Sugiono, 2013: 81).
Political Party Competitiveness
The definition of competitiveness has been put forward by many experts, including Sumihardjo
(2008) who states that the term competitiveness is the same as competitiveness or competitiveness,
while Franzisca Blunck (2006) puts forward the definition of competitiveness as the ability to provide
products and services that are more effective and efficient. than competitors. Then competitive
advantage is defined as competitive advantage. Furthermore, Soemihardjo (2008) also stated that the
word "superior" is the relative position of an organization to other organizations or the relative
position of a person to other people. A similar thing was also stated by Rahayu (2008) who expressed
his opinion, that excellence is the relative position of an organization relative to other organizations,
either towards one organization, part of an organization or the entire organization in an industry or the
relative position of a person as a leader compared to other leaders.
Meanwhile, the definition of competitiveness in political parties is the ability of a political party
to attract voters to decide to choose that political party when voting in a general election in which
those voters participate. The competitive advantage of a political party also means the relative
position of a political party compared to other political parties. Franzisca Blunck (2006) quotes the
concept stated by experts in which a set of theories of competitive party behavior have been
developed. Based on the goals of the political party that have been determined by the political party,
party competitiveness can be divided into 3 types of party behavior models, namely: 1). Vote-seeking,

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2). Office-seeking, 3). Policy-seeking. These three models of party behavior are competitive with
competitors. Even though political organizations differ from corporate organizations or business
organizations in their characteristics, because currently the marketing concept has been adopted by
public sector organizations, some of which are developing in the political sector, the concept of
creating and maintaining competitive advantage for political parties can also adopt normal
competitive strategies. carried out by a company organization or business sector organization. This is
as stated by Yang (2007), that "the competitive advantage of a company in the same industry as its
competitor companies can be achieved by looking at its environment, both the external environment
and the internal environment". Yang (2007) further stated: "The external environment includes:
country, industry, stakeholders, competitors, strategic networks, differentiation and brand.
Meanwhile, the internal environment consists of: the human resources of the company or
organization, as well as other resources owned by the company or organization."
If this is applied to political organizations/parties, then political parties are said to have a
competitive advantage compared to their opposition parties, namely if the party is able to utilize the
external environment and optimize its internal environment, so that it is able to create and determine
the right marketing mix based on by marketing research which is also able to determine the target
market with the market segmentations it creates.
Framework
Marketing management is a basic concept as an effort that can be used to solve problems
regarding how to increase public trust in political parties. According to Kotler and Keller (2012):
"Marketing management is the art and science of choosing target markets and getting, keeping, and
growing customers through creating delivering, and communicating superior customer value." This
means that marketing management is the art and science of selecting target markets and getting,
keeping, and growing customers through creating gifts, and communicating with customers about
superior value. Furthermore, Sudha Venu Menon (2009) stated that the function of political marketing
is a pre-requisite for improvement for successful political marketing management.
O'Cass and also O'Shaughnessy (2001) above, Hayes and McAllister (1996) stated that the
main goal of political marketing is how a political party, a candidate can get support from the public
by applying the methods and techniques available in marketing. A candidate's victory is more
determined by the accuracy of formulating a strategy based on an accurate analysis of the situation,
conditions and needs of society.
The political marketing model which is linked to political marketing strategies that pay
attention to political market segmentation using Segmenting, Targeting, Positioning as proposed by
Hirst and Smith (2001) and created by Tsianti and Rees (2005) can be seen in the following figure
below. :

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THE

MARKETING POLITICAL
CONTEXT CONTEXT
ENVIRONMENTAL RESEARCH AND
ANALYSIS
VOTER ISSUES POLITICAL
VOTER SEGMENTATION ANDISSUES
TARGETING

VOTER ISSUE 2 VOTER ISSUE 1 VOTER ISSUE 3

SEGMEN SEGMEN SEGMEN
TS TS TS

CANDIDATE
POSITIONING
FORMING STRATEGY

IMPLEMENTING
STRATEGY
ELECTION DAY
RESULTS
AFTER-ELECTION ANALYSIS AND
EVALUATION
ON-GOING “SOFT” CAMPAIGN TACTICS
THROUGHOUT TERM
Figure 1 Political Marketing Process Model
Source: Tsianti and Rees (2005)
Talking about marketing strategy, the marketing mix is a tool to be integrated in implementing
the strategy that the company considers most appropriate for marketers to guide, whether marketers of
goods or services. According to Lupiyoadi (2013), who developed the marketing mix concept from
marketing experts, the services marketing mix is different from the goods marketing mix. The goods
marketing mix includes 4Ps, namely: product, price, place, and promotion. Meanwhile, for service
products, considering that their characteristics are not the same as goods products, these 4P factors or
elements are not enough, but must be supplemented with three elements, namely people or human
resources, processes and customer service, one of which is physical evidence. .
Then, the marketing strategy or combination of marketing mix components that is ideally
implemented for each organization is declared successful if the company has a competitive advantage
and ultimately is highly competitive compared to its competitors. The right marketing strategy must
be able to form a high company image and reputation in the eyes of the public, especially consumers,
so that consumers become loyal customers who want to choose or buy goods or services produced by
the company. This is in line with the concept put forward by Day and Way (1999), that companies
that have a superior strategy will have a competitive advantage which ultimately increases
competitiveness. Day (1999) further stated that the dimensions of competitiveness consist of arena,
advantage, activities and access, where the four dimensions that form competitiveness are each
described into various indicators.

2. METHOD
The research to be conducted is designed using a concurrent mix method strategy, where data
collection for using qualitative and quantitative methods is carried out at the same time. The
qualitative method is intended to analyze data in order to answer the first and second problem

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formulations, while the quantitative method is intended to analyze data in order to answer the third
problem formulation.
The data analysis technique in this research uses descriptive analysis techniques, where the
conditions of implementation of the political marketing mix by the 9 (nine) largest parties are
described using scores ranging from very good with a score of 5, good with a score of 4, moderate
with a score of 3, poor with a score 2 and not good with a score of 1. To answer the third problem
formulation, hypothesis testing using regression is used, where the calculation or data processing uses
the SPSS Version 25 application program. The total population was 1,399,343 while the sample size
was 100 people determined using the Slovin formula. The sampling used is Cluster Stratified Random
Sampling, where the sampling area is used based on sub-district and stratified based on education
level.

3. RESULT AND DISCUSION

Analysis of the Influence of Political Marketing Mix on political competitiveness in Garut
Regency
Based on the description above regarding the categories of the 7 (seven) dimensions of the
marketing mix variable (X), it can be concluded that this variable is included in the Good category.
For more details, this can be seen in table 1 below:
Table 1 Marketing Mix Variable Criteria
No Dimensions Category
1 Product Pretty good
2 Promotion Pretty good
3 Price Not good
4 Place Pretty good
5 Person Pretty good
6 Process Pretty good
7 Physical Evidence Good
Marketing Mix Variables Pretty good
This is in line with the results of the author's observations and interviews with representatives
of the 9 (nine) parties visited by the author stating that in general political party office buildings
belong to the party with different sources, namely some from grants from party cadres, others which
is the participation of the party cadres concerned, for example from party cadres who are members of
the legislature. However, several facilities and infrastructure to optimize party activities need to be
equipped.
Descriptive Analysis of Political Party Competitiveness
Based on the 3 (three) indicators above, the respondents' responses show that the 3 (three)
indicators are quite good. Therefore, it can be concluded that the Activities dimension is good. For
more details, see table 2.
Table 2 Activity Dimension Criteria
No Indicator Category
1 Scale Pretty good
2 Scope Pretty good
3 Alliance Good
Activities Dimension Good
This is in line with the results of the author's interviews with representatives of the 9 (nine)
parties visited by the author, stating that in general each party has partnered with various elements of
society to convey its existence to absorb people's aspirations in carrying out life as a state, nation and
society, However, the scope is still at the maximum level at the provincial level, the scale is adjusted
to existing capabilities.

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The Influence of Marketing Mix on the competitiveness of political parties in Garut Regency
The influence of Variable
Table 3 Regression Test Results for Variable X on Y
Model Summary
Model R R Adjusted R Std. Error of the
Square Square Estimate
1 .714a ,509 ,504 3.95521
a. Predictors: (Constant), Political Marketing Mix Strategy
Based on table 3 above, the influence of variable X Marketing Mix on the Dependent Variable
Political Party Competitiveness is 50.9%, which means that if Variable Therefore, each political party,
especially in Garut Regency in the future must continue to improve the quality or quantity of the 7
(seven) dimensions and all indicators in variable X marketing mix, because only 1 (one) indicator
shows that The others in the Good category are still in the quite good and even not good categories.
Likewise, for variable Y Political Party Competitiveness, all indicators are still in a fairly good
condition.

4. CONCLUSION
Judging from the marketing mix and competitiveness of political parties, this research can be
concluded as follows: The marketing mix factors of the 9 (nine) major parties that will occur in 2023
ahead of the 2024 election in Garut Regency, West Java Province, namely from the 7 (seven)
dimensions of the marketing mix variable (X), it can be concluded that the marketing mix factors fall
into the category Pretty good. However, the price dimension has a bad category. This is generally
because many promises from both legislative members and regional and national leaders have not
been fulfilled, for example fuel prices, basic electricity and gas tariffs continue to increase so that
people's purchasing power decreases. The condition of political party competitiveness that occurs in
Garut Regency, West Java Province from 4 (four) dimensions, namely Arena, Access, Advantage and
Activities in the quite good category as well as indicators of Service, segment targets, general
strategy, Competitor targets, party channels, diversity party channels, communications, scale, scope
and alliances. The influence of marketing mix factors on the competitiveness of political parties in
Garut Regency, West Java Province is 50.9%, which means that if the marketing mix variable (X) is
increased, it will automatically increase the competitiveness of each political party concerned.

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