Political Marketing Conducted by Legislative Candidates in Indonesia: Study of Public Transportation as Transit Media in Medan on Presidential Election 2014

Indonesian legislative election might be the largest election in the world. Many legislative candidate competes to win legislative positions in national or provincial and regional level. Political marketing strategies should be implemented to gain public trust and image. Many methods are used as political marketing media, such as using public transportation as transit media. This paper discusses the effectiveness of using public transportation as transit media as political marketing media by legislative candidates. From the observation, the usage is ineffective because the characteristic of Public Transportation. Moreover, this campaign method brings consequences such as public ignorance, discomfort, and horizontal conflict.