PENGARUH FAKTOR MARKETING DAN NON-MARKETING EFFORTS TERHADAP KEPUTUSAN MASYARAKAT INDONESIA DALAM MEMILIH CALON PRESIDEN

ABDUL AZIZ, USAMAH (2024) PENGARUH FAKTOR MARKETING DAN NON-MARKETING EFFORTS TERHADAP KEPUTUSAN MASYARAKAT INDONESIA DALAM MEMILIH CALON PRESIDEN. Tesis (S2) - thesis, Universitas Bakrie.

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Abstract

Indonesia sebagai negara demokrasi, memandang partisipasi politik sebagai salah satu pilar utama dalam sistem pemerintahannya, dalam enam kali penyelenggaraan pemilihan umum, baik untuk pemilihan Presiden dan Wakil Presiden maupun pemilihan kepala daerah di Indonesia, tercatat adanya peningkatan tingkat partisipasi pemilih. Keterlibatan masyarakat dalam pemilihan presiden adalah langsung, yaitu setiap individu masyarakat dengan latar belakang apapun dapat berkontribusi dalam pemilu. Terdapat dua kategori utama faktor yang mempengaruhi keputusan memilih dalam pemilihan presiden: faktor marketing effort dan faktor non-marketing effort. Faktor marketing effort meliputi komponen seperti harga, promosi, tempat, dan strategi pull marketing. Sedangkan faktor non-marketing effort, digambarkan sebagai produk politik atau faktor sosio-kultural, mencakup aspek-aspek seperti kesamaan ideologi, etnis, dan agama. Tujuan penelitian menganalisis pengaruh faktor marketing effort dan non-marketing effort dalam memilih calon presiden. Penelitian ini mengadopsi pendekatan kuantitatif dengan memanfaatkan teknik pengumpulan data dengan melalui kuesioner. Analisis data dilakukan menggunakan PLS-SEM. Jumlah responden adalah 1000 dengan sebaran acak di seluruh wilayah Indonesia. Hasil penelitian bahwa baik faktor marketing effort maupun non-marketing effort memiliki pengaruh signifikan terhadap keputusan pemilih dalam pemilihan presiden di Indonesia, bahwa faktor marketing effort yaitu strategi pemasaran politik seperti promosi, harga, dan tempat, memiliki pengaruh yang lebih kuat terhadap keputusan pemilih dibandingkan dengan faktor non-marketing effort seperti kesamaan ideologi, etnis, dan agama. Temuan ini menegaskan bahwa upaya pemasaran yang efektif dapat secara substansial meningkatkan peluang elektabilitas kandidat dengan menciptakan citra positif dan meningkatkan visibilitas di mata pemilih. Selain itu indikator-indikator seperti media massa dan hubungan emosional memainkan peran penting dalam membentuk keputusan pemilih. Pengaruh kuat dari marketing effort menunjukkan bahwa strategi komunikasi yang baik dan keterlibatan media yang efektif adalah kunci untuk menarik dan mempertahankan dukungan pemilih. Sementara itu, meskipun non-marketing effort memiliki pengaruh yang lebih kecil, faktor-faktor seperti kesamaan nilai-nilai ideologis dan afiliasi etnis tetap relevan dan tidak boleh diabaikan oleh kandidat dalam merancang kampanye. Kata Kunci: Pemilihan Presiden, Pilpres, Kampanye, Marketing Politik THE INFLUENCE OF MARKETING AND NON-MARKETING FACTORS ON THE DECISIONS OF THE INDONESIAN PEOPLE IN CHOOSING PRESIDENTIAL CANDIDATES ABSTRACT Indonesia as a democratic country, views political participation as one of the main pillars in its government system. In the six general elections held, both for the election of President and Vice President as well as regional head elections in Indonesia, there was an increase in the level of voter participation. Community involvement in the presidential election is direct, that is, every individual in the community with any background can contribute to the election. There are two main categories of factors that influence voting decisions in the presidential election: marketing effort factors and non-marketing effort factors. Marketing effort factors include components such as price, promotion, place, and pull marketing strategy. Meanwhile, non-marketing effort factors, described as political products or socio-cultural factors, include aspects such as similarities in ideology, ethnicity and religion. The research objective is to analyze the influence of marketing effort and non-marketing effort factors in selecting presidential candidates. This research adopts a quantitative approach by utilizing data collection techniques through questionnaires. Data analysis was carried out using PLS-SEM. The number of respondents was 1000 with random distribution throughout Indonesia. The research results show that both marketing effort and non-marketing effort factors have a significant influence on voter decisions in the presidential election in Indonesia, that marketing effort factors, namely political marketing strategies such as promotion, price and place, have a stronger influence on voter decisions compared to non-marketing effort factors such as similarities in ideology, ethnicity and religion. These findings confirm that effective marketing efforts can substantially increase a candidate's chances of electability by creating a positive image and increasing visibility in the eyes of voters. In addition, indicators such as mass media and emotional connections play an important role in shaping voter decisions. The strong influence of marketing efforts shows that good communications strategies and effective media engagement are key to attracting and retaining voter support. Meanwhile, even though non-marketing efforts have a smaller influence, factors such as similar ideological values and ethnic affiliation remain relevant and should not be ignored by candidates in designing their campaigns.

Item Type:	Thesis (Tesis (S2) - )
Uncontrolled Keywords:	Pemilihan Presiden, Pilpres, Kampanye, Marketing Politik
Subjects:	Political Science > Green Politic Political Science > General legislative and executive papers Marketing Thesis > Thesis (S2)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Magister Management
Depositing User:	Usamah Abdul Aziz
Date Deposited:	10 Sep 2024 08:27
Last Modified:	10 Sep 2024 08:27
URI:	https://repository.bakrie.ac.id/id/eprint/10646

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