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

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.

The Influence of Digital Based Political Marketing on Governor Election Decisions in the 2020 Simultaneous Regional Elections with Political Trust as a Moderating Variable

“…Selection decisions have the same characteristics as purchasing decisions so that most of the measurement indicators will lead to purchasing decision indicators. According to [4] the measurement indicators of election decisions are only carried out on the introduction of information seeking problems and alternative evaluations. Indicators of purchasing decisions and post-purchase behavior cannot be carried out because they are not in accordance with the circumstances or situation to be studied.…”

“…Because after the election, re-election is no longer carried out on the same candidate or on the same candidate but for a period of more than 5 years so that voters may not remember again. So the indicators of voter decisions according to [4] are:…”

“…According to [4], political marketing consists of political products, political promotions, political prices, and political places. Although political marketing is a form of service marketing, other types of marketing mix such as people, process and physical evidence are not appropriate because voters do not meet directly with candidates.…”

“…According [4], political marketing consists of political products, political promotions, political prices, and political places. This study also discusses other forms of marketing such as people, process, and physical evidence.…”

“…The better the use of media in political marketing (candidates), the higher someone's interest in choosing that candidate in the election. Research conducted by [4] concluded that political marketing which consists of political product, political promotion, political price, and political place has a positive and significant relationship to election decisions. Research conducted by [6] concludes that people and physical evidence have a positive and significant impact on a decision.…”