Article Sidebar

Download
PDF
Statistic
Read Counter : 434 Download : 317

Downloads

Download data is not yet available.

Main Article Content

Abstract

The intention of this research is to understand how did the winner of the election win the heart of the prospective voters and which of the variables that has the highest influence on the decision to vote for the candidate, the respective variables are: positioning and social media marketing towards the decision to vote in relating to the political marketing as the intervening variable. The data was collected from the distribution of questionnaire, the population are the voters of the election in West Java, Indonesia. This research is using Purposive Sampling as the data processing and the analysis tool is using Partial Least Square. The results indicate that both positioning and social media marketing have positive and significant effect towards political marketing, and the variable of positioning have the most significant influence towards decision to vote compare to social media marketing. The results show that the positioning of a candidate is very important to engage the decision of the voters to vote for them. Eventhough the social media marketing is also playing an important part to engage their voters.

Keywords

Positioning Social Media Marketing Political Marketing Decision to Vote

Article Details

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Ramli, Y., Imaningsih, E. S., Shiratina, A., & Soelton, M. (2021). The Implication of Digital Marketing that Influence the Political Decision to Vote. Ilomata International Journal of Management, 2(4), 282-292. https://doi.org/10.52728/ijjm.v2i4.275

References

  1. Arofah, K., & Nugrahajati, S. D. (2014). Political Marketing Conducted by Legislative Candidates in Indonesia: Study of Public Transportation as Transit Media in Medan on Presidential Election 2014. Procedia - Social and Behavioral Sciences, 155, 153–158. https://doi.org/10.1016/j.sbspro.2014.10.272
  2. Astini, R., & Yustian K, Y. (2020). Pengaruh Product, Price, Individual Personality Differences, Environmental Friendliness pada Keputusan Pembelian. MIX: Jurnal Ilmiah Manajemen, 10(1), 141. https://doi.org/10.22441/mix.2020.v10i1.010
  3. Durmaz, Y., & Direkci, E. (2015). A Theoretical Approach to Political Marketing. Journal of Management and Business Research: Marketing, 15(10), 31–36. https://globaljournals.org/GJMBR_Volume15/3-A-Theoretical-Approach.pdf
  4. Dwihapsari, E. R., & Murni, Y. (2017). Pengaruh Positioning, Diferensiasi dan Citra Merek terhadap Keputusan Pembelian Buku Mimpi Sejuta Dolar dengan Promosi sebagai Variabel Intervening. Jurnal Ilmiah WIDYA Ekonomika, 1(2), 104–110. https://e-journal.jurwidyakop3.com/index.php/ekonomika/article/view/269
  5. Elhajjar, S. (2018). An Empirical Test of a Model of Resistance to Political Marketing. Journal of Marketing Management, 6(1), 80–89. https://doi.org/10.15640/jmm.v6n1a7
  6. Fuad, A. B. B. (2014). Political Identity and Election in Indonesian Democracy: A Case Study in Karang Pandan Village – Malang, Indonesia. Procedia Environmental Sciences, 20, 477–485. https://doi.org/10.1016/j.proenv.2014.03.060
  7. Gopal, K., Verma, R., & Chandel, A. (2019). Successful Political Marketing: A Punjab Voter’s Point of View. International Journal of Recent Technology and Engineering, 7(6), 1808–1817. https://www.ijrte.org/wp-content/uploads/papers/v7i6s5/F13240476S519.pdf
  8. Jamil, A., Rekarti, E., Briandana, R., & Audinna, S. (2019). The Role of Social Media Hastags in Political Promotions: Mediating Role of Supply Chain Communication. International Journal of Supply Chain Management, 8(6), 181–188. https://ojs.excelingtech.co.uk/index.php/IJSCM/article/view/4136
  9. Kotler, P. T., & Armstrong, G. (2016). Principles of Marketing (14th ed.). Pearson Education Limited. https://www.pearson.com/uk/educators/higher-education-educators/program/Kotler-Principles-of-Marketing-Global-Edition-13th-Edition/PGM976800.html?tab=formats
  10. Maryani, D., Susan, M., & Hurriyati, R. (2020). The Influence of Image and Reputation on the Competitiveness of Political Party. International Journal of Scientific & Technology Research, 4(11), 101–111. http://ijsoc.goacademica.com/index.php/ijsoc/article/view/115
  11. Northey, G., & Chan, E. Y. (2020). Political conservatism and preference for (a)symmetric brand logos. Journal of Business Research, 115, 149–159. https://doi.org/10.1016/j.jbusres.2020.04.049
  12. O’Shaughnessy, N. (2001). The Marketing of Political Marketing. European Journal of Marketing, 35(9/10), 1047–1057. https://doi.org/10.1108/03090560110401956
  13. Ramli, Y., & Soelton, M. (2018). Implementing Innovation Management on Market Attractiveness and Unique Resources to Enhance Business Performance on Organic Fertilizer Industries in Indonesia. Academy of Strategic Management Journal, 17(2). https://www.abacademies.org/articles/implementing-innovation-management-on-market-attractiveness-and-unique-resources-to-enhance-business-performance-on-organic-fertil-7131.html
  14. Ratana, M. (2018). Pengaruh Social Media Marketing terhadap Ekuitas Merek. Jurnal Studi Komunikasi Dan Media, 22(1), 13. https://doi.org/10.31445/jskm.2018.220102
  15. Rumayya, Rammohan, A., Purwono, R., & Harymawan, I. (2020). The local economy and re-election of incumbent district leaders in Indonesia. Heliyon, 6(5), e04098. https://doi.org/10.1016/j.heliyon.2020.e04098
  16. Sofyan, I. (2015). Political Marketing and Its Impact on Democracy. Communication Sphere, 1(1), 93–96. https://journal.trunojoyo.ac.id/communication-sphere/article/view/1312
  17. Strömbäck, J. (2007). Political Marketing and Professionalized Campaigning. Journal of Political Marketing, 6(2–3), 49–67. https://doi.org/10.1300/J199v06n02_04
  18. Toha, R. J., Gueorguiev, D. D., & Sinpeng, A. (2021). The normalization of intolerance: The 2019 presidential election in Indonesia. Electoral Studies, 74, 102391. https://doi.org/10.1016/j.electstud.2021.102391
  19. Uyar, A. (2016). Political Marketing Power to Change The Choices of the Electors: A Study on November 2015 General Parliamentary Elections. Journal of Business Research - Turk, 8(2), 31–31. https://doi.org/10.20491/isarder.2016.168
  20. Widagdo, S., Armanu, N., & Rofiaty. (2015). Effect of Political Marketing Mix on Constituents Behavior in Selecting Candidates and Political Parties: Theoretical Studies in Legislative Elections. International Journal of Business and Management Invention, 3(10), 47–54. https://www.ijbmi.org/papers/Vol(3)10/Version-2/F03102047054.pdf

Most read articles by the same author(s)