POLITICAL MARKETING MIX DAN PENGARUHNYA TERHADAP KEPUTUSAN MAHASISWA UNIVERSITAS LAMPUNG
Ridho Bramulya Ikhsan
Muchsin Saggaff Shihab
ABSTRACT
The purpose of this study is to scrutinize the effect
of the political marketing mix on the voters’ decision. The concept of
political marketing mix i.e. product, promotion, price and place were
employed in this study. Both primary and secondary data were obtained.
Secondary data were obtained from various sources such as journal, and
books. Primary data were obtained by using questionnaire. Target
respondents were students of Lampung University (UNILA) who voted for
the 2010 Mayor election at Bandarlampung. Using stratified random
sampling with proportional distribution and accidental sampling
techniques, a total of 100 responses were obtained. Data were examined
using both descriptive and statistical analysis such as, linear
regression analysis, validity and reliability tests.
Findings showed that, partially and simultaneously, political
marketing mix which includes product, promotion, price and place had a
significant impact on voters’ decision. Of all factors, place was found to be dominant.
Keywords: Political Marketing, Marketing Mix, voters’ decision
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