POLITICAL MARKETING FACTORS THAT AFFECT VOTING INTENTION ON INDONESIAN 2019 ELECTION

Main Article Content

Marina Wamilia
Jono M. Munandar
Ujang Sumarwan

Abstract

Indonesia face the biggest democratic party, the presidential election in 2019. There are two candidates, Number 01 (Joko Widodo-Ma'ruf Amin) and Number 02(Prabowo Subianto-Sandiaga Uno). Increasing the number of voters from previous elections will certainly be a challenge for each candidate to win the hearts of the people with a political marketing approach that is by understanding the characteristics and behavior of the people in decision making. The purpose of this study is to identify the factors that influence voter perceptions in Java Island regarding the situation of presidential election 2019. Candidates conducted political marketing approach by doing research to understand the perception of voters. The data retrieval method is quota sampling technique. Data was collected using an online questionnaire with the object of respondents are Indonesian citizens, domiciled in Java Island and have voting rights in presidential election 2019. The processing and analysis of data uses logistic regression analysis with SPSS (Statistical Package for the Social Sciences) version 23. Statistical test results show that voter perception based on price, leadership, agricultural orientation, positioning and the decision to choose electronic Customer Relationship Management approach (pre-purchase aspect and at-purchase aspect) significant effect on the chosen candidate.

Article Details

Section

References

Alhaiou T, I. Z., Maged A. (2012). A study on e-CRM implementation and e-loyalty at different stages of transaction cycle. Journal of International Journal of Logistics Systems and Management, 11(2), 270-284.
Alie. (2013). Pemasaran Politik di Era Multipartai. Jakarta (ID): Expose.
Andrea B, G. H.-C., Timea J. (2016). and Z Generations at Workplaces. Journal of Competitiveness, 6(3), 90-106. doi:doi:10.7441/joc.2016.03.06
Antwi-Boateng, Y. a. (2015). Determinants of UAE voters preferences for federal national council candidates. Digest of Middle East Studies, 24(1), 213-235.
Cohen. (2018). Voters and Presidential Intelligence. Netherlands (EU): Elsevier.
Cwalina W, F. A., Newman B. (2015). Political Marketing?: Theoritical and Strategic Foundations. New York (US): Routledge.
Firmanzah. (2012). Marketing Politik Antara Pemahaman dan Realitas. Jakarta (ID): Yayasan Pustaka Obor Indonesia.
Ghozali. (2012). Aplikasi Analisis Multivariate dengan Program IBM SPSS 20. Semarang (ID): Badan Penerbit – Universitas Diponegoro.
Heywood. (2014). Politik. Jakarta (ID): Pustaka Pelajar.
Jackson. (2018). The effects of celebrity endorsements of ideas and presidential candidates. Journal of Political Marketing, 0(0), 1-21.
Kasali. (2012). Manajemen Public Relations. Jakarta (ID): PT Pustaka Utama Grafiti.
Keller, K. a. (2016). Marketing Management. Essex (GB): Pearson.
Munandar. (2014). Elektabilitas calon presiden yang berorientasi pertanian (Jelang pilpres 9 Juli 2014). Bogor (ID): IPB.
Newman, S. a. (2014). A model of primary voter behavior. Journal of Consumer Research. doi:doi:10.1086/208506
Niffenegger. (1989). Strategies for success from the political marketers. Journal of consumer marketing, 6(1), 45-51.
Rheinnadia, I., Abdul K, Najib M. (2016). Peran atribut produk dalam keputusan pembelian terkait strategi pemasaran soyjoy di area Bogor. Manajemen IKM, 11(2), 123 - 128.
Ristani, M. a. (2019). Faktor-faktor yang memengaruhi keputusan memilih calon presiden pada pemilu 2019 di Pulau Jawa. IPB, Bogor (ID).
Statistik, B. B. P. (2018). Jumlah partisipasi masyarakat dalam pemilu per pulau (Publication no. https://www.bps.go.id/statictable/2009/03/04/1574/hasil-perhitungan-suara-sah-pemilu-presiden-wakil-presiden-putaran-pertama-tahun-2004-2009-2014.html).
Sumarwan. (2015). Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran edisi kedua. Bogor (ID): Ghalia Indonesia.
Sutisna. (2016). Perspektif marketing politik: kegagalan PDIP dan partai Demokrat dalam mempertahankan posisi sebagai partai pemenang pemilu 1999 dan pemilu 2009. Jurnal Ilmiah Pemerintahan, 2(11), 111-131.
Tabroni. (2014). Marketing Politik: Media dan Pencitraan di Era Multipartai. Yogyakarta (ID): Graha Ilmu.
Utami. (2018). Hoax in modern politics: the meaning of hoax in Indonesian politics and democracy. Jurnal Ilmu Sosial dan Ilmu Politik, 22(2), 85.
Wardhani W, S. U., Yuliati LN. (2015). Pengaruh Persepsi dan Preferensi Konsumen terhadap Keputusan Pembelian Hunian Green Product. Jurnal Manajemen dan Organisasi, 6(1), 45-63.
Widarjono. (2010). Analisis Statistika Multivariat Terapan. Yogyakarta (ID): Unit Penerbit dan Percetakan-Sekolah Tinggi Ilmu Manajemen YKPN.
Winchester. (2016). Conceptualising usage in voter behaviour for political marketing: an application of consumer behaviour. Journal of Political Marketing. doi:DOI: 10.1080/15377857.2016.1151126
Winchester TM, B. W., Hall J. (2014). Young adults and politics: investigating factors influencing voter decision making. Journal of Nonprofit & Public Sector Marketing, 26(3), 226-257.

Most read articles by the same author(s)

1 2 3 4 5 6 7 8 9 10 > >> 

Similar Articles

You may also start an advanced similarity search for this article.