ABSTRAKTesis ini menelaah penerapan strategi pemasaran politik dan sebab-sebab
kekalahan Partai SIRA. Pemilu 2009 merupakan pemilu pertama pasca damai di
Aceh dengan keikutsertaan 6 (enam) partai lokal sebagai kontestan. Lahirnya
partai lokal tidak terlepas dari hasil perundingan damai antara Pemerintah RI dan
GAM, 15 Agustus 2005 di Helnsiki, Findlandia.
Partai SIRA lahir dari gerakan sosial SIRA (Sentral Informasi
Referendum Aceh) yang mentransformasikan diri menjadi partai politik.
Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus.
Mengingat Partai Lokal di Indonesia hanya ada di Aceh dan menjadi instrumen
politik resmi para pihak untuk menyuarakan aspirasi melalui jalur politik.
Strategi-strategi pemasaran sudah diterapkan SIRA dalam pemenangan
pemilu. Dengan mempertimbangkan kondisi masyarakat yang telah berubah dan
kemajuan tehnologi informasi dan komunikasi. Tapi hal itu berlangsung alamiah
dan masih belum cukup.
Sebagai Partai Politik Lokal, SIRA tidak mampu membangun
posisioning, ideologi, dan diferensiasi dengan partai lain untuk menunjukkan
identitasnya. SIRA menerapkan model Market Oriented Party (MOP) ala Less
Marshment (2001) sebagai karakter partai, dimana untuk menang dalam pemilu,
harus merancang produk-produk politik yang sesuai kebutuhan (needs), keinginan
(wants), dan tuntutan (demands) pemilih.
Sukses stori SIRA sebagai gerakan sosial tidak diikuti saat menjadi
partai. Kegagalan Partai SIRA juga dipengaruhi oleh fakta khusus sebagai daerah
post konflik. Perdamaian Aceh dianggap berhasil dan berkontribusi positif
terhadap perkembangan demokrasi, tapi Aceh masih menjadi pasar yang
terdistorsi (defective democracy). Penerapan strategi pemasaran politik pada
masyarakat post conflict yang pilihan kekerasan dan teror masih kebiasaan
tidaklah efektif. Karena domain kekerasan menjadi lebih dominan dan
mempengaruhi psikologi dalam menentukan preferensi pilihan politik.
ABSTRACTThis study aimed to analyze the strategic implementation of political
marketing and the cause of failure of SIRA (the central information for Aceh
referendum) as a local political party in Aceh in the legislative election in 2009.
The 2009 election was the first election in the era of peace in Aceh which was
participated by 6 local parties. The establishment of those parties was supported
by the peace talks between the government of Indonesia and the free Aceh
Movement on 15th August 2005 in Helsinki, Finland.
The party of SIRA was transformed from the social movement. The
study was conducted by using a qualitative method through a study case approach.
The study case would be interesting since the emerging of local parties only
occurred in Aceh province. Later those parties are functioned as a legal instrument
to vote the people aspiration.
The SIRA had implemented several marketing strategies to win the
election by taking into account the society condition and the changes in
information and technology. However, the process run as natural and was not
sufficient to win the election.
As a local political party, SIRA cannot perform its own identity,
ideology, and therefore it cannot differentiate with other parties. The SIRA had
used the Market Oriented Party (MOP) from Less Marshment (2001) as the party
carácter which was believed to win the election. The party should design political
products based on needs, wants and demands of the people.
It can be said that the successfullness of SIRA as social movement
was not followed by the same condition in the era of political party. The defeat of
SIRA was influenced by the facts post conflict. The peace in Aceh is success and
contributes positively to the developmnet of democracy. However, Aceh also
developes as a defective market for democracy. There were violance and pressure
that forced the people to vote a certain party. Thus, the implementation of political
marketing was not effective in such condition.
