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Political markets, the party-related factors and political party’s market-orientation in Indonesia’s democracy: evidence from Indonesia’s 2014 parliamentary election

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Abstract

Market-orientation has been advanced by political parties in not merely the Western, but also the emerging democracies. Knowledge of the nomenclatures of political markets that emerge in Indonesia’s democracy, types of political sub-markets considered by Indonesian political parties’ leaders in Indonesia’s 2014 parliamentary election and the effects of the party-related factors on perceptions of these parties’ members and activists regarding the importance of these political markets has, however, been under-developed. Focusing on such issues, this work adopted political marketing perspective and deployed the pure mixed of qualitative and quantitative methods. The findings are as follows. The following political markets evolved in Indonesia’s democracy. They include the governmental, parliamentary, internal party, electoral and non-electoral and the media markets. In facing such election, most of these parties’ leaders considered the internal party, media, electorates, competitors and campaign-donors as political sub-markets. These parties’ members and activists perceived the importance of these political sub-markets. Their perceptions regarding the importance of campaign donors are determined by party ideology and campaign resources. Their perceptions regarding the importance of electorates and party members are instead, influenced by party experience of internal shock. Based on the Indonesian case, this work offers new knowledge of: (1) nomenclatures of political markets that emerge in the emerging democracy; (2) types of political sub-markets considered by political parties’ leaders in such democracy; and (3) types of the party-related factors that likely determine perceptions of these parties’ members and activists regarding the importance of these political sub-markets in the parliamentary election.

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Notes

  1. These steps are then transformed into eight steps, see Lilleker and Lees-Marshment (2005a, p. 8)—and being added to with the last step, which is keeping the market-orientation, see Lilleker and Lees-Marshment (2005b, pp. 225–226).

  2. Extractions of the in-depth interview data derived from SM of PPP, 18 May 2014, DS of PKS, 12 November 2014, RP of Democratic Party, 13 May 2014, WA of Nasdem Party, 29 October 2014, IJP of Golkar Party, 28 October 2014 and AM of Gerindra Party, 5 November 2014.

  3. Personal Interview, 25 July 2014.

  4. Personal interview with RP of Democratic Party, 13 May 2014.

  5. Personal interviews with PL of Gerindra Party, 25 September 2015, SM of PPP, 18 May 2014, DS of PKS, 12 November 2014 and RP of Democratic Party, 13 May 2014.

  6. Personal interviews with SP, a former editor-in-chief of KOMPAS and now as an editor-in-chief of Metro TV, 31 October 2014 and RB of KOMPAS, 12 November, 2014.

  7. Personal interview, 6 November 2014.

  8. Personal interview, 15 October 2014.

  9. Personal Interview, 21 October 2014.

  10. Personal interviews with EK, a former director of the Indonesian Circle Survey (Lingkaran Survey Indonesia) and the Indonesian Voices Network (Jaringan Suara Indonesia, 13 October 2014 and SC, a director of the Indonesian Circle Survey; 12 September 2014.

  11. Extractions of the in-depth interview data derived from SM of PPP, 18 May 2014, DS of PKS, 12 November 2014, RP of Democratic Party, 13 May 2014, WA of Nasdem Party, 29 October 2014, IJP of Golkar Party, 28 October 2014 and AM of Gerindra Party, 5 November 2014.

  12. Personal interviews with YC, a leader of Hanura Party, 10 May, 2014.

  13. Personal Interview, 26 May 2014.

  14. Personal interviews with PL of Gerindra Party, 25 September 2015 and T, a political pollster of SMRC, 21 October 2014.

  15. Personal Interview, 25 July 2014.

  16. Personal interview, 5 November, 2014.

  17. Personal interview, 14 May 2014.

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Acknowledgements

The author thanks to Directorate for Higher Education, Ministry of Research, Technology and Higher Education, Republic of Indonesia, which funded this work.

Funding

Funding was provided by Kementerian Riset Teknologi Dan Pendidikan Tinggi Republik Indonesia (Grant No. PhD Grant Scholarship, 2012–2015)

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  1. Department of Communication Science, Faculty of Social and Political Science, The University of Gadjah Mada, Yogyakarta, Indonesia

    Nyarwi Ahmad

  2. Indonesian Presidential Studies (IPS), Jakarta, Indonesia

    Nyarwi Ahmad

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Ahmad, N. Political markets, the party-related factors and political party’s market-orientation in Indonesia’s democracy: evidence from Indonesia’s 2014 parliamentary election. Qual Quant 56, 333–357 (2022). https://doi.org/10.1007/s11135-021-01111-z

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