Engaging perceived value towards political marketing mix for head of region voting decision

Asep Ferry Bastian,Armanu Armanu,Margono Setiawan,Fatchur Rohman

doi:10.21511/im.15(4).2019.02

Asep Ferry Bastian, Armanu Armanu + Show 2 more

Open Access

https://doi.org/10.21511/im.15(4).2019.02

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Abstract

This study aims to determine and analyze the role of perceived value in influencing political marketing mix on voting decision for Head of Region in the Election of Governor and Deputy Governor of Banten in 2017. The population of this study involves people who have the rights to vote in Banten and are kept on the permanent voter list. Sample of this study consists of 664 respondents, in which most of the respondents include casual workers, outsourcing, casual daily laborers, housewives, and workers who do not need special skills. The proportional random sampling technique was utilized in determining the number of respondents. SEM (Structural Equation Modeling) was conducted by applying WarpPLS 6.0. The results of the study indicated that there is a positive and significant relationship between political marketing mix and perceived value concerning the voting decision, as demonstrated by positive and significant effect on perceived value. The findings confirmed that political marketing mix influenced the decision to elect a Head of Region mediated by perceived value. To improve the decision to vote, the researchers believe/suggest that providing attention to political products such as branding of political candidates, is thus deemed necessary.

Highlights

Concerned political actors, in Indonesia, inarguably require a thorough study related to political marketing and the trends conveying the voter behavior, due to several reasons such as: [1] Indonesia multiparty system, ever existing in 1955, which was reimplemented; [2] Indonesia two election natures which include Pileg and Presidential Election; and [3] the existence of Government Regulation Number 6/2005 concerning Election, Ratification, Appointment and Dismissal of Regional Heads and Deputy Regional Heads (Firmanzah, 2007).The political competition map has been inevitably wide-open, where political candidates are allowed to participate in election directly through the supporting political parties and as an independent candidate
The path coefficient is significant at alpha 5%. This findfor voting decision ing supports the results of research conducted by Alwie (2011), Ediraras et al (2013), Arofah and Indicator Introduction to the issue decision to vote, in which higher and better political marketing mix will lead to better voting decision
3.08 significant at alpha 5%, which is relevant with the results of research conducted by Alkhawaldeh et Voting decision is a latent variable which is meas- al. (2016), Fletcher and Slutsky (2014), Zeithaml ured using 3 reflective indicators, such as: problem (1988) claiming that political marketing mix has recognition, information collection and alterna- a significant effect on perceived value

Summary

Introduction

The political competition map has been inevitably wide-open, where political candidates are allowed to participate in election directly through the supporting political parties and as an independent candidate. This phenomenon was stipulated in the decision of the Constitutional Court (MK) on July 23, 2007. Increasing competition among political parties is inevitable. From the aspect of needs, political marketing has been practiced for quite a long time. Political marketing has long been growing and developing in the European countries.

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