Political marketing mix and the influence of social media promotion on voting decision through perceived value: a study of the 2020 South Tangerang city election

Abstract

This research aims to examine the influence of Marketing Mix (4P) variables consisting of product, price, place, and promotion, perceived value, and vote decision. The approach used in this research is a quantitative approach. The sample used in this research is the community in South Tangerang City registered in the Permanent Voter List in the 2020 South Tangerang City Regional Election, totaling 175 respondents. Research data was obtained from the result of filling out a questionnaire and analyzed using Structural Equation Modeling analysis techniques with the help of the Smart PLS program. The results of this research show that (i) Political Product affects the voting decision; the higher the political product possessed by the political candidate, the higher the voting decision, and vice versa; (ii) Political Price affects the voting decision; the higher the Political Price, the higher the voting decision, and vice versa; (iii) Political Place does not have a significant effect on voting decision, which means that people in South Tangerang City prefer promotion through social media; (iv) Political Promotion affects the Voting Decision; the higher the Political Promotion, the higher the Voting Decision, and vice versa; (v) Political Promotion affects perceived value; the higher the political promotion, the higher the perceived value in the community, and vice versa; (vi) Perceived Value affects the Voting Decision; the higher the Perceived Value, the higher the Voting Decision, and vice versa; (vii) Perceived Value positively mediates the relationship between Political Promotion and Voting Decision. The promotion variable has the highest value and the strongest influence on voting decision. In general, the conclusion drawn from this research is that the implementation of Marketing Mix (4P) is important in influencing the voting decision of the community in South Tangerang City. Political candidates can pay attention to these aspects to strengthen their advantage in future political contests.