MARKETING ON POLITICS AND PUBLIC LEADERSHIP

Purwanto Purwanto,Asmara Indahingwati,Eddy Madiono Sutanto

doi:10.9744/jmk.20.1.53-62

Abstract

This study examines the influence of political marketing and political will on public leadership and individual performance. The sample used is the people in Surabaya as many as 265 with a random sampling method. Amos 21 is used to test the indirect effect by using bootstrap test. The result of the research shows that political marketing and political will have a significant influence to the success of gaining public leadership, political marketing and marketing will have no significant effect on performance, and public leadership has a significant effect on performance. For the indirect influence, political marketing and political will on individual performance are mediated by public leadership.

Highlights

Public leadership resulted from direct elections has become increasingly interesting topic in recent years, along with the empirical fact that more needs to be known about this phenomenon (Shaughnessy, Treadway, Breland, & Perrewé, 2017; Lvina, Maher, & Harris, 2017)
The results of the analysis indicate that someone who has high political marketing and political will is more likely to be recognized as a leader, and the performance of a leader is found to depend on political marketing and political skills
The results showed that individuals with political marketing and political will are more likely to be recognized as a potential leader, but recognition by the community as a leader is not associated with the level of performance appraisal

Summary

Introduction

Public leadership resulted from direct elections has become increasingly interesting topic in recent years, along with the empirical fact that more needs to be known about this phenomenon (Shaughnessy, Treadway, Breland, & Perrewé, 2017; Lvina, Maher, & Harris, 2017). One phenomenon in public leadership contestation is the willingness of the individuals in marketing themselves and political skill owned (O'Shaughnessy, 1990, 2006; Henneberg & O'Shaughnessy, 2007) to convey the promise of program sincerely that shows the word with action. The political marketing strategy implementation in public leadership contestation becomes very relevant (O'Cass, 2001; O'Shaughnessy, 2006; Kotler & Zaltman, 1971). Some early researchers claimed that the skillful leadership in politics at least is more effective, because it can pack and present perceptions of behavior more ethical, effective and without showing any ulterior motive in society (Ewen et al, 2014; Harvey, Harris, Kacmar, Buckless, & Pescosolido, 2014)

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Conclusion