Political Efficacy of Jokowi-Amin Political Marketing in Social Media in the Indonesia Presidential Election 2019 in Jabodetabek

Abstract

Marketing has become an important tool in building political relations. The use of internet technology in political marketing activities will function as a better way to improve the relationships that exist between political candidates and their supporters. During the 2019 presidential election campaign, pairs of presidential and vice-presidential candidates used social media as their campaign instrument. Jokowi-Amin incumbent team, which is now successfully elected as president and vice president, is no exception. This study aims to explore the influence of customers relationship building and visibility through political efficacy on political participation of young voters in Jabodetabek in the 2019 presidential election. The theory used is social capital theory (SCT). This research uses a quantitative approach, research data were analyzed using path analysis. The results showed that political parties or candidates were able to achieve political participation from young voters in Jabodetabek depending on how effectively they built relationships with young voters on social media but not by gaining visibility. In addition, research shows that the role of political efficacy as a mediating variable in increasing political participation applies only to visibility, but not to customer relationship building.