Strategi Brand Positioning Partai Persatuan Pembangunan dalam Menciptakan Identitas Publik di Kabupaten Deli Serdang

Sabrina Zailanty; Muaz Tanjung

doi:10.37567/alwatzikhoebillah.v12i1.5145

Sabrina Zailanty Universitas Islam Negeri Sumatera Utara
Muaz Tanjung Universitas Islam Negeri Sumatera Utara

DOI: https://doi.org/10.37567/alwatzikhoebillah.v12i1.5145

Keywords: Brand Positioning, Political Communication, United Development Party (PPP), Public Identity, Local Politics, Public Trust

Abstract

This study aims to analyze the brand positioning strategy of the United Development Party (PPP) in Deli Serdang Regency in shaping public identity and to identify the factors influencing the effectiveness of the strategy. The research employs a qualitative approach with a descriptive method through interviews, observation, and documentation. The findings indicate that the brand positioning strategy is built through the reinforcement of Islamic ideology as the party’s core identity, reflected in its organizational structure, religious activities, and religion-based welfare programs. The consistency of ideological values and direct involvement in socio-religious activities strengthen the party’s image as a firm Islamic political organization that is close to the community and actively engaged in religious life. This differentiation enables the public to easily recognize the party’s character and enhances public trust. The effectiveness of the strategy is influenced by external factors such as low public trust in political parties and internal factors including organizational solidarity and adaptability to local political dynamics. Socially oriented and religious value-based communication strategies are proven to strengthen legitimacy, voter loyalty, and the party’s competitiveness at the local level.

References

Agustiani, I., Elfa, Y., & Rahmantya, K. (2024). SYSTEMATIC LITERATURE REVIEW : STRATEGI KOMUNIKASI. 08(01), 1–7. https://doi.org/10.29040/jie.v8i1.10882

Andamisari, D. (2024). Strategi Komunikasi Pemasaran Politik Yang Efektif Dalam Mencapai Tujuan Politik. 11(1), 56–62.

Arianto, B. (2024). Triangulasi Metoda Penelitian Kualitatif. https://doi.org/10.70310/q81zdh33

Arifin, N., Pamungkas, A (2025). SENTRI : Pemanfaatan Akun Tiktok Oleh ANTARA News Sebagai Sarana. 4(7), 300–311. https://doi.org/10.55681/sentri.v4i7.4210

Asroni, A., Yusup, M., & Sofia, A. (2013). Dakwah Dan Politik : Menakar Kontribusi Organisasi Islam Sayap Partai Politik Bagi Masyarakat Muslim Yogyakarta. XIV(1), 27–50. http://digilib.uin-suka.ac.id/id/eprint/43587

Bachtiar, A. (2022). Strategi Komunikasi Politik PDI-P Menjelang Pemilu 2024 di Masa Pandemi COVID-19: Refleksi Partisipasi Politik Masyarakat di Era Modern Dalam Mewujudkan Demokrasi. Jurnal Ilmu Komunikasi, 1(3), 241–254. https://doi.org/10.70704/bc.v1i3.99

Budiana, M., & Achmad, W. (2022). Fox Justi is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0) 73 POLITICAL Parties In The Indonesian Political System After The Rolling Of Reforms. 13(01), 73–79. https://ejournal.seaninstitute.or.id/index.php/Justi

Budianto, H. (2014). Strategi Penanganan Krisis Partai Dari Pandangan Publik. Jurnal Visi Komunikasi, 13(01), 154-168. http://dx.doi.org/10.22441/visikom.v13i1.391

ChristinaBrattPaulston(2004).TheHandbookofInterculturalDiscourseandCommunication.Wiley-Blackwell https://doi.org/10.1002/9781118584194.ch29

david a.Aaker. (1995). building strong brands.

Efriza. (2019). Eksistensi Partai Politik Dalam Persepsi Publik The Existence of The Political Parties in Public Perception. 10(1), 17–38.

Enli, G., & Rosenberg, L. T. (2018). Trust in the Age of Social Media : Populist Politicians Seem More Authentic. https://doi.org/10.1177/2056305118764430

Firdaus, M. N., & Andriyani, L. (2021). Politik Atas Identitas Agama, Dan Etnis Di Indonesia. INDEPENDEN: Jurnal Politik Indonesia Dan Global, 2(2), 47–52. https://doi.org/10.24853/independen.2.2.47-52

Gushevinalti, Suminar, P., & Sunaryanto, H. (2020). Transformation of Characteristics Communication Media in Convergence Era. Jurnal Magister Ilmu Komunikasi, 6(1), 83–134. http://journal.ubm.ac.id/

Hayati, N. N., Murod, M., Ryanto, H., & Yanti, B. (2024). Strategi Mendesain Dan Membangun Identitas Branding Politik Partai Persatuan Indonesia ( Perindo ) Pada Pemilu Serentak 2019 The Strategy To Design And Build A Political Branding Identity Of The Indonesian Union Party ( Perindo ) In The 2019 Simultaneous. 6(1), 13–24. https://doi.org/10.24853/pk.6.1.13-24

Hukum, M., & Tarumanagara, U. (2022). Komunikasi Politik Partai Politik Untukmeningkatkan Partisipasirakyat Dalammewujudkanpemilihan Umum Yang Demokratis. 7(09). https://doi.org/10.36418/syntax-literate.v7i9.14332

Isabella, K. A., & Martini, A. (2024). Pengaruh Komunikasi Politik Kepala Daerah Terhadap Kepercayaan Publik di Kabupaten Sintang (Doctoral dissertation, IPDN).

Jati, W. R. (2024). CRITICAL ANALYSIS OF ISLAMIC POPULISM Insights from Indonesian Perspectives. Journal of Indonesian Islam, 18(1), 27–48. https://doi.org/10.15642/JIIS.2024.18.1.27-48

Jennifer Lees-Marshment. (2001). Political marketing and British political parties (Political). Manchester, UK, New York, New York.

Lilleker, D. G. (2014). Komunikasi dan Kognisi Politik (berilustra).

Manajemen, J. M., Suhery, M., Lubis, P. H., & Putra, T. R. I. (2017). Good Governance Dan Loyalitas Anggota Partai Nasional Dan Partai Lokal Di Aceh. 1(1), 81–90.

Manurung, A. S., & Pohan, S. (2024). Pengaruh Kualitas Pelayanan Publik Dan Citra Institusi Terhadap Kepuasan Mahasiswa Ilmu Komunikasi Uin Sumatera Utara Yang Berdampak Pada Word Of Mouth. Jurnal Peurawi: Media Kajian Komunikasi Islam, 7(1), 129. https://doi.org/10.22373/jp.v7i1.20603

Margaret scammell. (2014). Consumer Democracy: The Marketing of Politics. https://doi.org/https://doi.org/10.1017/CBO9781139046107

Mietzner, M. (2020). Authoritarian innovations in Indonesia: electoral narrowing, identity politics and executive illiberalism. Democratization, 27(6), 1021–1036. https://doi.org/10.1080/13510347.2019.1704266

Mietzner, M., & Muhtadi, B. (2020). The Myth of Pluralism: Nahdlatul Ulama and the Politics of Religious Tolerance in Indonesia. Contemporary Southeast Asia: A Journal of International and Strategic Affairs, 42, 58–84. https://api.semanticscholar.org/CorpusID:218805068

Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative Data Analysis. SAGE Publications. https://books.google.co.id/books?id=3CNrUbTu6CsC

Pramadiva, S. (2024). Komunikasi Politik : Positioning , Segmenting , Branding , Strategi Media , dan Strategi Non Media DPD PSI DKI Jakarta pada Pemilu 2024. 4(3), 1003–1012.

Qodir, Z., & Sight, B. (2023). Contestation of Contemporary Islam: Conservative Islam versus Progressive Islam. ESENSIA: Jurnal Ilmu-Ilmu Ushuluddin, 23(2). https://doi.org/10.14421/esensia.v23i2.4316

Ries, A., & Trout, J. (2001). Positioning: The Battle for Your Mind. McGraw-Hill Education.

Saggaf, M. I., Habibie, M., Wildan, M., Amrullah, A., & Atqiya, K. (2021). Prinsip Komunikasi Islam Sebagai Etika Bermedia Sosial. 1(01), 15–29. https://doi.org/10.37680/jcs.v1i01.698

Sakina, I., & Hendrik, D. (2025). The development of Indonesian mass media: An analysis of political power and its influence on democracy. Jurnal Politik Indonesia (Indonesian Journal of Politics), 11(1), 96–106. https://doi.org/10.20473/jpi.v11i1.66957

Saragih, Y., & Manurung, A. S. (2025). The Role of Media Journalism in Influencing Public Perceptions of Religious Issues in the Digital Age. 19(1), 137–158.

Surbakti, R. (2007). Меманамі Ilmu Politik. 37.

Syamsuddin Bahrum. (2014). DINAMIKA PARTAI POLITIK LOKAL (Analisis Partai Aceh dan Penerapan Syari’at Islam).

Widianti, M. A. (2022). Brand Positioning Partai Nostalgia Orde Baru. Jurnal Ilmiah Komunikasi (JIKOM), 14, 98–104. https://doi.org/http://dx.doi.org/10.33221/jikom1.v14i03.248