Pemasaran politik di Negeri Perlis: Kajian terhadap isu-isu, calon dan strategi berkempen menjelang pilihan raya umum Malaysia ke-13

Political marketing is becoming increasingly important in Malaysia and widely used around
the world to ensure campaign effectiveness. The objective of this study was to investigate the
use of political marketing in 13th Malaysia General Election in Perlis. Specifically, this study focused on the issues, candidates and campaign strategy. This study aimed to identify the factors that can influence voting patterns during the electoral campaign and polling day. Out of the fifteen (15) State Legislative Assembly (DUN), six (6) areas were selected as a study location ranging from the white, gray and black areas. The phenomenological study was
applied to collect data followed by interviews with voters and candidates. This study
documented the elements of political marketing has been used throughout the campaign period in the last general election to 13 in Perlis