Female Candidates Efforts in Winning Legislative Elections: Case Padang City Candidates

Abstract

. Gender equality will strengthen the ability of developing countries, effective governance and sustainable development. This article focuses on understanding political marketing strategies and activity patterns of Gustin Pramona as a female legislative candidate with two wins, based on data as a legislative candidate for the 2009-2014 period and the 2014-2019 period as a baseline. Furthermore, this article aims to understand the impact of the political marketing strategy implemented by Gustin Pramona in mass mobilization to become the voice of the region. In this article, adopting Political Marketing theory by studying and identifying Product, Promotion, Price, and Place. Combined with elections and women's representation in politics. The approach used in this research is qualitative with descriptive research type, and the selection of informants using purposive sampling technique by identifying several research subjects that have relevant characteristics. Our main contribution is to provide insight into evidence that women are able to compete and fight in the general election of the Padang City legislature. The results showed that Gustin Pramona carried out a political strategy by offering development-based programs and assistance using interpersonal communication. From the gender aspect, Gustin Pramona embraces women who have problems with social inequality. In introducing himself and delivering his vision and mission, he uses a spiritualist approach to the community. Another approach taken by Gustin Pramona to women is also one of his marketing strategies which has stimulated women to take part in terms of political representation.