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A Phenomenological Inquiry into Political Marketing Dynamics in Indonesia's 2024 Presidential Election: The Case of Anies Baswedan's Campaign Narrative

International Journal of Nusantara Islam · Vol. 14 No. 1 (2026) · hlm. 181–194

DOI
10.15575/ijni.v14i1.51181
ISSN
2355-651X, 2252-5904
Terbit
2026-01-12
Penerbit
UIN Sunan Gunung Djati Bandung
Bahasa
eng

Abstrak

This study aims to analyze the political marketing strategies implemented by the Anies Rasyid Baswedan and Abdul Muhaimin Iskandar (AMIN) ticket in the 2024 Presidential Election through a phenomenological approach. The research focuses on interpreting the experiences of political actors—including the supporting parties, campaign teams, and volunteers—in building a political narrative based on change and social justice. The phenomenological approach was chosen to explore the subjective meaning of the political communication process and campaign strategies that shape the candidate pair's image in the public eye. The results of the study indicate that the strategy of Segmenting, Targeting, and Positioning (STP) and the implementation of the Marketing Mix (product, promotion, price, and place) became the main foundation in shaping the public perception of the AMIN ticket. Political products that emphasize moral values, integrity, and support for the common people were promoted through digital strategies and a massive volunteer movement. These findings confirm that political marketing is not only an electoral instrument, but also a social communication process that builds moral legitimacy and public participation. This research provides a theoretical contribution to the development of political marketing studies in Indonesia, particularly in the context of participatory democracy that emphasizes ethics, transparency, and public trust.

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14 penulis · 21 tautan kepenulisan bersama · 13 lintas organisasi

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  • Universitas Sangga Buana YPKP
  • Sunan Gunung Djati State Islamic University Bandung
  • University of Malaya
  • Universiti Teknologi MARA
  • Sekolah Tinggi Agama Islam Al-Bahjah
  • Organisasi berbeda
  • Organisasi sama
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Rekan penulisOrganisasiArtikel bersama
Dody S. TrunaSunan Gunung Djati State Islamic University Bandung1
Ahmad Ali NurdinSunan Gunung Djati State Islamic University Bandung1
Nunung SanusiUniversitas Sangga Buana YPKP1
Adi Permana SidikUniversitas Sangga Buana YPKP1
M. Helmi MighfazaSunan Gunung Djati State Islamic University Bandung1
Reza Nurdiana SugiantSunan Gunung Djati State Islamic University Bandung1
Rifki Ahmad HusaeriSekolah Tinggi Agama Islam Al-Bahjah1
Wan Zailan Kamaruddin Wan AliUniversity of Malaya1
Ahmad Zuhdi IsmailUniversity of Malaya1
Asep Sahid GataraSunan Gunung Djati State Islamic University Bandung1

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Sumber metadata: OAI-PMH (metadata jurnal) https://journal.uinsgd.ac.id/index.php/ijni/oai, pertama di-harvest 7 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en-US">A Phenomenological Inquiry into Political Marketing Dynamics in Indonesia's 2024 Presidential Election: The Case of Anies Baswedan's Campaign Narrative</dc:title>
	<dc:creator>Al-Fikri, Muchsin</dc:creator>
	<dc:creator>Anggraeni, Vilma Dewi</dc:creator>
	<dc:creator>Irawaty, Sandra</dc:creator>
	<dc:creator>Shahruddin, Mohd Solahuddin</dc:creator>
	<dc:subject xml:lang="en-US">campaign strategy</dc:subject>
	<dc:subject xml:lang="en-US">general election</dc:subject>
	<dc:subject xml:lang="en-US">phenomenology</dc:subject>
	<dc:subject xml:lang="en-US">political marketing</dc:subject>
	<dc:subject xml:lang="en-US">political parties</dc:subject>
	<dc:description xml:lang="en-US">This study aims to analyze the political marketing strategies implemented by the Anies Rasyid Baswedan and Abdul Muhaimin Iskandar (AMIN) ticket in the 2024 Presidential Election through a phenomenological approach. The research focuses on interpreting the experiences of political actors—including the supporting parties, campaign teams, and volunteers—in building a political narrative based on change and social justice. The phenomenological approach was chosen to explore the subjective meaning of the political communication process and campaign strategies that shape the candidate pair's image in the public eye. The results of the study indicate that the strategy of Segmenting, Targeting, and Positioning (STP) and the implementation of the Marketing Mix (product, promotion, price, and place) became the main foundation in shaping the public perception of the AMIN ticket. Political products that emphasize moral values, integrity, and support for the common people were promoted through digital strategies and a massive volunteer movement. These findings confirm that political marketing is not only an electoral instrument, but also a social communication process that builds moral legitimacy and public participation. This research provides a theoretical contribution to the development of political marketing studies in Indonesia, particularly in the context of participatory democracy that emphasizes ethics, transparency, and public trust.</dc:description>
	<dc:publisher xml:lang="en-US">UIN Sunan Gunung Djati Bandung</dc:publisher>
	<dc:date>2026-01-12</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.uinsgd.ac.id/index.php/ijni/article/view/51181</dc:identifier>
	<dc:identifier>10.15575/ijni.v14i1.51181</dc:identifier>
	<dc:source xml:lang="en-US">International Journal of Nusantara Islam; Vol. 14 No. 1 (2026): International Journal of Nusantara Islam; 181-194</dc:source>
	<dc:source xml:lang="id-ID">International Journal of Nusantara Islam; Vol 14 No 1 (2026): International Journal of Nusantara Islam; 181-194</dc:source>
	<dc:source>2355-651X</dc:source>
	<dc:source>2252-5904</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.uinsgd.ac.id/index.php/ijni/article/view/51181/15958</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2026 International Journal of Nusantara Islam</dc:rights>
</oai_dc:dc>