Abstract
This study aims to analyze the typology of first-time voters in determining their political choices in the 2019 legislative elections in Mataram from the perspective of consumer behavior. This research utilised a qualitative-descriptive approach. The informants were 14 first-time voters who were purposively selected according to a number of criteria. The results showed that each typology of voters for legislative candidates in Mataram by first-time voters was related to several types of purchasing decisions by consumers. This paper provides recommendations for candidates in approaching each type of first-time voters. Specific and different strategies had to be prepared by the winning team of candidates before conducting a campaign to take voters' voting rights.Keywords:First-Time Voters, Rational Voters, Critical Voters, Traditional Voters, Skeptic Voters
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