Peran Market Intelligence dalam Pencalonan Gibran Rakabuming Raka sebagai Calon Wakil Presiden di Pemilu

  • Ratu Mega Maulina Putri Pascasarjana Departemen Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Indonesia
  • Nyarwi Ahmad Departemen Ilmu Komunikasi, Universitas Gadjah Mada


Political parties in Indonesia are increasingly recognizing the importance of implementing market intelligence strategies in selecting presidential and vice-presidential candidates, including in the case of Gibran Rakabuming Raka's candidacy for Vice President in the 2024 presidential election, which can be understood as a 'market-oriented presidential candidacy' strategy. Using a qualitative descriptive analysis method, this research aims to uncover the growing role of market intelligence in the selection of presidential and vice-presidential candidates in Indonesia and how the market-oriented approach provides opportunities to analyze political parties' attitudes toward the four stakeholder groups (voter, competitor, internal, and external orientation). The research findings reveal that factors such as youth, regional prominence, governmental and business experience, and the continuity of previous programs were the primary considerations in Gibran's selection. This approach enables political parties to be more effective in choosing candidates who align with the needs and aspirations of the public. Furthermore, Gibran's candidacy illustrates the significant role played by voter, competitor, internal, and external orientation in the selection process.


Keywords: market intelligence, market-oriented party, market-oriented presidential candidacy, political party



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