PROPOSED DIGITAL MARKETING STRATEGY FOR INDONESIAN POLITICAL CONSULTING: STUDY CASE OF LINGKARAN SURVEI INDONESIA

Abstract

This study is concerning in political consulting business in Indonesia. The growing of marketing politics in this country has proliferated tumultuously, but not many literatures have examined this area from the business perspective. We have a good case from the pioneer and the biggest political consultant in Indonesia, which is Lingkaran Survei Indonesia (LSI Denny JA) who experienced a declining purchase action ratio (PAR) in the last semester. This study aims to discover the variable causes related to marketing sphere. With the era of digital marketing as well, this study tries to probe the case with Marketing 4.0 concept to review how digital marketing implemented in current political consulting industry. In addition to the main point of reference, the big question will also be answered using two approaches, which are internal analysis and external analysis. These approaches need to be done to find out in more detail whether there are other factors that affect the current situation, especially because the political system changes into concurrent elections. This research study found that the changes from externalities like political and law behavior, economic situation, and internet cause a significant role to decline the purchase action ratio. The new changes and challenges should be responded immediately by LSI Denny JA if it wants to sustain and survive the shifting market behavior.
Keywords: digital marketing, LSI Denny JA, political consulting, political marketing