ANALISIS SENTIMEN DAN STRATEGI BAURAN PEMASARAN POLITIK DIGITAL DALAM KAMPANYE PRABOWO-GIBRAN DI TIKTOK: STUDI TERHADAP RESPONS GENERASI Z

    Muhammad Faizal Haviz, - and Ayu Krishna Yuliawati, - and Asep Miftahuddin, - (2025) ANALISIS SENTIMEN DAN STRATEGI BAURAN PEMASARAN POLITIK DIGITAL DALAM KAMPANYE PRABOWO-GIBRAN DI TIKTOK: STUDI TERHADAP RESPONS GENERASI Z. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Transformasi digital telah menjadikan media sosial, khususnya TikTok, sebagai ruang strategis dalam kampanye politik yang menyasar pemilih muda. Penelitian ini bertujuan untuk menganalisis pola sentimen audiens terhadap kampanye Prabowo-Gibran di TikTok, mengidentifikasi penerapan elemen bauran pemasaran politik (8P), serta mengeksplorasi karakteristik gaya komunikasi generasi muda. Menggunakan pendekatan kualitatif deskriptif, data dikumpulkan melalui web scraping dengan Apify dari 4.761 komentar TikTok di bersihkan menjadi 4.454 komentar Tiktok, lalu dianalisis menggunakan klasifikasi sentimen dan analisis tematik melalui Google Colab. Hasil penelitian menunjukkan bahwa mayoritas komentar bersentimen positif, terutama terhadap konten visual yang ringan dan mengikuti tren. Elemen 8P yang paling menonjol adalah Presentation, Promotion, dan People, yang merefleksikan strategi kampanye yang modern dan relevan secara budaya digital. Temuan juga mengungkap gaya komunikasi generasi muda yang cenderung non-formal, partisipatif, dan kritis terhadap ketidaktulusan politik. Penelitian ini menegaskan pentingnya pendekatan kampanye digital yang otentik dan berbasis partisipasi dalam membangun kedekatan dengan pemilih muda. Digital transformation has made social media, particularly TikTok, a strategic space in political campaigns targeting young voters. This study aims to analyze audience sentiment patterns toward the Prabowo-Gibran campaign on TikTok, identify the application of political marketing mix elements (8P), and explore the characteristics of young people's communication style. Using a descriptive qualitative approach, data was collected through web scraping with Apify from 4,761 TikTok comments, cleaned up to 4,454 TikTok comments, and then analyzed using sentiment classification and thematic analysis through Google Colab. The results of the study show that many comments are positive, especially towards light visual content that follows trends. The most prominent 8P elements were Presentation, Promotion, and People, reflecting a modern and culturally relevant digital campaign strategy. The findings also revealed that the communication style of the younger generation tends to be informal, participatory, and critical of political insincerity. This study emphasizes the importance of an authentic and participatory digital campaign approach in building rapport with young voters.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: ID SINTA Dosen Pembimbing: AYU KRISHNA YULIAWATI: 5977407 ASEP MIFTAHUDDIN: 6750370
    Uncontrolled Keywords: Pemasaran Digital Politik, Pemasaran Politik, TikTok, Sentimen Analisis, Bauran Pemasaran Politik Political Digital Marketing, Political Marketing, TikTok, Sentiment Analysis, Political Marketing Mix.
    Subjects: H Social Sciences > HF Commerce
    H Social Sciences > HM Sociology
    J Political Science > JA Political science (General)
    J Political Science > JF Political institutions (General)
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Muhammad Faizal Haviz
    Date Deposited: 15 Oct 2025 16:59
    Last Modified: 15 Oct 2025 16:59
    URI: http://repository.upi.edu/id/eprint/143441

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