The Influence of Social Media Marketing on Voter's Intention in Indonesia

Abstract

This study aims to describe the interaction of social media marketing, candidate image, religious beliefs, and voter's intention in Indonesia. This study applies the quantitative method to examine the proposed hypotheses. The questionnaires were distributed to Indonesian social media users who have eligible electoral rights. This study uses primary data collection and gathers 396 respondents via an online questionnaire. Further, SEM and path analysis methods were conducted to examine the data in this study. Social media marketing, candidate image, and religious beliefs positively affect the voter's intentions. The two dimensions of the social media marketing that directly influence a voter's intention are interaction and customization. This research limits the respondents to Indonesian media social users whom eligible have electoral rights. The findings of this research suggest several practical directions for candidate or political party and their team using social media marketing.