MARKETING POLITIK PASANGAN ASSIFA: RELASI GENDER DALAM PEMILUKADA KABUPATEN SUMENEP 2010

Political Marketing as a growing need for increasing levels of competition between political parties and between candidates. In relation to women candidates, whether the use of appropriate tools in political marketing was able to overcome various obstacles, so the campaign for women candidates can be more effective in achieving the award. In fierce competition, each candidate would increasingly need the right strategy, which can better ensure the effectiveness and efficiency. This study chose election in Sumenep as the location of the study, with a subjects of the research is ASSIFA pair (Azasi Hasan and Dewi Khalifah). Dewi Khalifah was the only female figure in this election battle, but she’s emergence appears as an achievement in the history of the struggle of women candidates. This is due to socio cultural background of Madurese society with religious and patriarchal, which does not allow women to become political leaders. Interestingly, Dewi Khalifah had escaped twice, which was passed as the candidate of the party, and escaped to the General Election of the second round. This study used a qualitative approach which exploratory research (research excavation). Exploratory research is a type of research that seeks to find general information about topics or issues that have not been fully understood by researchers, or research topic under study is something new that is very difficult to determine where the research will lead to it. As a result of research, by looking at the overall processes in marketing strategy, product mix politics, and the delivery process of ASSIFA, revealing that Dewi Khalifah as a dominant figure as miners votes than her partner. During the election campaign, the figure of Dewi Khalifah, make it easy for this pair to gain votes which majority came from the networks of Dewi Khalifah. Her networks were not obtained for granted, but have been through a long process of political marketing is known as relational relationships with community constituents. This gives the reference, that women are also able to compete with men in a democratic manner