Puti Guntur Soekarno Dalam Pilgub Jawa Timur Tahun 2018 Ini Yang Kemudian Menarik Untuk Diteliti

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Puti Guntur Soekarno Dalam Pilgub Jawa Timur Tahun 2018 Ini Yang Kemudian Menarik Untuk Diteliti IR-PERPUSTAKAAN UNIVERSITAS AIRLANGGA BAB I PENDAHULUAN 1.1 Latar Belakang Pemilihan Gubernur dan Wakil Gubernur Jawa Timur diadakan pada tanggal 27 Juni 2018. Pemilihan ini diselanggarakan oleh Komisi Pemilihan Umum sesuai dengan Undang-Undang Republik Indonesia nomor 10 tahun 2016 tentang perubahan kedua atas Undang-Undang nomor 1 tahun 2015 tentang penepatan peraturan pemerintah pengganti undang-undang nomor 1 tahun 2014 tentang pemilihan gubernur, bupati, dan walikota.1 Masyarakat dapat berpartisipasi dalam penentuan pemerintah yang ada di daerahnya. Pemilihan kepala daerah secara periodik ini dapat dimaknai bahwa kedaulatan politik sudah benar-benar ada di tangan rakyat sesuai dengan tujuan dari demokrasi. Demokrasi di Indonesia dipenuhi semangat dan ketatnya persaingan. Banyaknya partai politik, sistem penghitungan berdasarkan suara terbanyak, Pilkada dan Pemilu secara langsung semakin menegaskan persaingan terbuka dalam demokrasi di Indonesia. Dalam pemilihan Gubenur dan Wakil Gubernur tidak lepas dari calon kandidat yang maju untuk memperoleh kekuasaan di tingkat provinsi dengan diusung oleh beberapa partai politik yang memiliki kualifikasi jumlah kursi di parlemen sebanyak 20 kursi. Partai politik juga berebut untuk mengusung calon terbaik di Pemilu agar dapat memenangkan kursi di parlemen. Keberadaan tim sukses, konsultan politik, dan media massa menjadi bukti adanya aktivitas marketing politik di Indonesia. Di dalam marketing politik ini faktor isu, program, dan pengemasan citra kandidat memberi pengaruh yang besar terhadap keputusan pemilih. Besarnya perhatian maasyarakat terhadap 1 Undang-Undang Republik Indonesia Nomor 10 Tahun 2016 SKRIPSI KEGAGALAN MARKETING POLITIK…. FEBRILIA KASY F IR-PERPUSTAKAAN UNIVERSITAS AIRLANGGA persoalan yang dihadapi oleh bangsa, strategi faktor isu disebabkan juga oleh kebebasan setiap partai politik dan kandidiat dalam mengemas kandidat dan programnya. Proses dalam pengemasan program dan kandidiat dilakukan melalui strategi marketing politik. Menurut Ramlan Surbakti, marketing politik merupakan salah satu sub kajian dalam kajian empat kajian pemilu. Kajian pertama yaitu tentang sistem pemilihan umum sebagai metode mengkonversi suara rakyat menjadi kursi dalam legislative dan eksekutif pada tingkat nasional dan daerah. Kajian kedua adalah proses penyelenggaraan pemilihan umum sebagai manajemen penyelenggaraan setiap tahapan pemilihan umum sesuai dengan sistem pemilihan umum. Kajian ketiga merupakan perilaku pemilih atau voting behavior. Subkajian keempat adalah pemasaran politik atau political marketing, melihat perilaku memilih dari sudut pandanng peserta pemilihan umum.2 Marketing politik merupakan acuan untuk menentukan strategi yang harus dirancang agar calon pasangan Kepala Daerah dan Wakil Kepala Daerah dapat diterima oleh masyarakat dengan baik. Menurut Firmanzah konsep marketig yang diimplementasikan pada aktivitas politik, dapat digunakan untuk meningkakatkan efisien dan efektifitas pertukuran ideology maupun program kerja dari kandidat ke masyarakat.3 Untuk menggunakan marketing politik harus dikaji secara luas beserta faktor-faktor yang mempengaruhi strategi. Peserta pemilu atau calon bekerjasama dengan lembaga penelitian untuk meneliti perilaku pemilih sehingga pola perilaku memilih dapat dipetakan. Dapat juga bekerjasama dengan ahli pemasaran politik atau konsultan komunikasi politik untuk menyusun strategi pemasaran partai atau calon dan menyusun strategi kampanye berdasarkan pemetakan peta pola perilaku pemilih. Dengan pasar politik yang ketat, maka organisasi partai politik dan 2 Ramlan Surbakti, 2008. Perekayasaan Sistem Pemilihan Umum untuk Pembangunan Tata Politik Demokratis, Jakarta: Kemitraan 3 Firmanzah. 2012. Marketing Politik antara pemahaman dan realitas edisi revisi. Jakarta: Yayasan Pustaka Obor Indonesia. SKRIPSI KEGAGALAN MARKETING POLITIK…. FEBRILIA KASY F IR-PERPUSTAKAAN UNIVERSITAS AIRLANGGA kandidat akan berupaya untuk mengubah cara pandang dalam mengelola organisasi. Marketing politik merupakan suatu konsep yang memiliki tawaran mengenai sebuah partai politik atau kandidat dengan membuat program kerja untuk membeirkan solusi terhadap masalah nyata yang terjadi di masyarakat. Marketing politik tidak hanya melakukan kampanye saja tetapi juga meformulasikan produk yang ditawarkan ke pemilih dan juga membangun image yang baik untuk ditawarkan ke pemilih. Marketing politik dalam pemilihan umum atau pemilihan kepala daerah memiliki peran yang penting karna merupakan bagian dari aktivitas komunikasi politik. Kampanye mengemas pesan politik secara terus menerus dalam kurun waktu tertentu dengan cara membangun citra para kandidat baik perseorangan maupun organisasi partai politik. Melalui aktivitas marketing seperti iklan, promosi, informasi, serta pengetahuan akan dapat dengan mudah disampaikan kepada pemilih oleh kandidat. Para pemilih dapat dengan mudah mengetahui program kerja dan visi misi masing-masing pasangan calon kandidat. Fenomena yang terjadi pada Pemilihan Gubernur dan Wakil Gubernur Jawa Timur 2018 ini tak terlepas dari marketing politik. Dimana para kandidat bersaing untuk memperebutkan posisi Gubernur Jawa Timur periode 2019-2024. Kandidat Gubernur dan Wakil Gubernur Jawa Timur 2018 diikuti oleh dua pasangan calon. Pasangan calon nomer urut satu yaitu Khofifah Indar Parawansa dan pasangannya Emil Dardak dengan partai penyusung Demokrat, Golkar, PPP, Nasdem, PAN, dan Hanura. Pasangan calon nomer dua yaitu Saifullah Yusuf dan Puti Guntur Soekarno dengan partai penyusung Partai Kebangkitan Bangsa, Partai Demokrasi Indonesia Perjuangan, Partai Gerindra, dan Partai Keadilan Sosial. Seperti yang diketahui, Gus Ipul saat itu menjabat sebagai Wakil Gubernur Jawa Timur bersama Soekarwo selama periode 2009 – 2014 dan 2014 - 2019. Pasangan Soekarwo dan Gus Ipul dianggap sebagai wakil dari politik aliran masyarakat Jawa. Pasangan ini merupakan wakil dari ideology nasionalis dan agamis. Pada Pilgub Jawa Timur tahun 2018 Saifullah Yusuf maju sebagai SKRIPSI KEGAGALAN MARKETING POLITIK…. FEBRILIA KASY F IR-PERPUSTAKAAN UNIVERSITAS AIRLANGGA Gubernur Jawa Timur periode 2019-2024 berhadapan dengan kompetitornya yaitu Khofifah Indar Parawansa. Santri Nahdliyin merupakan latar belakang dari Saifullah Yusuf dan Khofifah Indar Parawansa. Mereka berdua memperebutkan suara di basis massa yang sama yaitu Nahdlatul Ulama. Pemilihan wakil untuk mendampingi seorang Saifullah Yusuf merupakan hal yang sangat penting. Oleh karena itu Partai Demokrasi Indonesia Perjuangan (PDIP) secara resmi mungusung Puti Guntur Soekarrno sebagai calon wakill gubernur untuk mendampingi Saifullah Yusuf di Pilkada Jawa Timur. Puti Guntur Soekarno merupakan cucu dari presiden pertama yaitu Ir. Soekrano. Tim kampanye Gus Ipul – Mbak Puti mengatur strategi yang matang agar pesan politik yang disampaikan dapat diterima oleh masyarakat luas. Dengan dukungan kemajuan teknologi informasi dan telekomunikasi jaman sekarang yang membuat masyarakat memiliki pikiran yang terbuka. Kesadaran akan hak dan kewajiban berpolitik masyarakat yang semakin tinggi juga membuat tim pemenangan Saifullah Yusuf – Puti Guntur Soekarno dituntut agar menggunakan kekuasaan yang dilakukan secara transparan dan terbuka. Masyarakat yang pikirannya sudah terbuka akan politik mulai peka dengan isu-isu yang ada terkait keadilan sosial, kesejahteraan ekonomi, dan stabilitas politik. Dengan melihat potensi kandidatnya, tim sukses pasangan Saifullah Yusuf dan Puti Guntur Soekarno menentukan strategi pemenangan untuk memenangkan pemilihan gubernur dan wakil gubernur Jawa Timur. Strategi pemenangan yang digunakan oleh pasangan Saifullah Yusuf dan Puti Guntur Soekarno ini adalah dengan melakukan kampanye pintu ke pintu. Mereka menilai kampanye door to door efektif dilakukan karena tim kampanye ataupun partai politik dapat secara langsung menyampaikan program kerja yang ditawarkan oleh kandidatnya tersebut. Selain kampanye door to door juga dilakukan kampanye akbar di daerah-daerah Jawa Timur. Tujuan diadakan kampanye akbar diharapkan seluruh lapisan masyarakat dapat tersampaikan informasi mengenai program-program kerja pasangan Saifullah Yusuf dan Puti Guntur Soekarno apabila terpilih menjadi Gubernur SKRIPSI KEGAGALAN MARKETING POLITIK…. FEBRILIA KASY F IR-PERPUSTAKAAN UNIVERSITAS AIRLANGGA dan Wakil Gubernur Jawa Timur. Penggunakan media kampanye seperti baliho, spanduk, dan poster telah dimaksumalkan sekreatif mungkin oleh pasangan Gus Ipul – Mbak Puti untuk menarik pemilih. Tim kampanye serta partai pengusung pasangan Saifullah Yusuf – Puti Gutur Soekarno tentu saja sudah menyusun strategi pemenangan dengan secara matang dan kemudian diimplementasikan kepada calon pemilih di Jawa Timur. Babak penentuan atas menang atau kalah pasangan ini jatuh pada tanggal 27 Juni 2018, dimana diadakan pencoblosan serentak di seluruh wilayah Jawa Timur. Pada hasil quick count dari beberapa lembaga survey menunjukan bahwa pasangan Khofifah Indar Parawansa – Emil Elistianto Dardak unggul daripada pasangan Saifullah Yusuf – Puti Guntur Soekarno. Salah satu lembaga survey Litbang Kompas mengumumkan hasil quick count pasangan Khofifah Indar Parawansa – Emil Elistianto Dardak unggul 53,36 persen sedangkan pasangan Saifullah Yusuf – Puti Guntur Soekarno memperoleh 46,64 persen.4 Akhirnya pada tanggal 9 Juli Komisi Pemilihan Umum secara resmi mengumumkan hasil suara yang didapat oleh kedua pasangan calon. Berikut hasil perolehan suara Pemilihan Gubernur dan Wakil Gubernur Jawa Timur 2018 : 4 https://nasional.kompas.com/read/2018/06/28/14073311/infografik-hasil-akhir-3-quick-count-
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