Abstract
Research focusing on presidential, regional, and legislative elections has been conducted by previous researchers. However, there is little research comparing business and non-business respondents in predicting presidential intentions. Therefore, this study aims to compare student respondents from business schools and non-business students in predicting the intention of choosing a president. Moreover, Indonesia will undergo presidential election in 2019 where young voters such as college students are voters in significant amounts. Young voters are often identified as swing voters which their attitudes toward the candidates they choose are influenced by information from social media and the image of the presidential candidate. This study involved 214 respondents from both science and non-science education background. The data was analyzed by applying the structural equation modeling. The results of the study showed that there was no difference in study results for respondents with scientific backgrounds and respondents with non-scientific backgrounds. Both types of respondents show the same results that only 1 dimension of the variable of image that has a positive relationship with the attitude towards the candidate candidates. This dimension is charm. The result also shows that there is significant relationship between attitudes toward choosing the candidate with intention to choose the candidate. This study provides results discussion, managerial implications, and recommendation for future research.Keywords: intention, attitude, image, social mediaJEL Classifications: M30, M31, L82DOI: https://doi.org/10.32479/irmm.8386
Highlights
The year of 2018-2019 is a political year that “worries” many political parties in Indonesia
The main objective of this research is to test the structural relationship between candidate image, information from social media, attitude, and intention to choose the president candidate
In conjunction with the hypothesis that states the relationship between prospective image factors with the attitude of choosing a presidential candidate, the results of this study indicate that only 1 factor of image influences the attitude of choosing a presidential candidate
Summary
The year of 2018-2019 is a political year that “worries” many political parties in Indonesia. This is because in 2018, Indonesia held 171 direct elections to the regions. Continue to the year 2019 which related to the election of legislative members and the main focus in the year of 2019 is the presidential election. Presidential election is important because this election is closely tied to the future of the Indonesian nation. The wrong choice of the highest leaders produces an unclear future for the people of Indonesia. The importance of the 2019 presidential election is due to the polarization in civil society that has taken place since the 2014 Presidential Election and was sharpened in the election of the governor in 2017 (Syahputra, 2017; Mursid, 2108)
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