Bastian, Asep Ferry and Prof. Dr. Margono Setiawan, SE., SU, and Prof. Armanu, SE., M.Sc, Ph.D, and Dr. Drs. Fatchur Rohman, M.Si (2019) Marketing Mix Politik dan Keputusan Memilih Kepala Daerah melalui Persepsi Nilai dan Positioning sebagai Variabel Intervening (Studi Pada Pemilihan Gubernur dan Wakil Gubernur Banten 2017). Doktor thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menguji dan membuktikan secara empiris pengaruh marketing mix politik terhadap keputusan memilih; marketing mix politik terhadap persepsi nilai; marketing mix politik terhadap positioning; persepsi nilai terhadap keputusan memilih; persepsi nilai terhadap positioning; positioning terhadap keputusan memilih; marketing mix politik terhadap keputusan memilih melalui persepsi nilai; marketing mix politik terhadap keputusan memilih melalui positioning; marketing mix politik terhadap keputusan memilih melalui persepsi nilai dan positioning. Secara teoritis hasil penelitian ini diharapkan dapat memperkaya dan melengkapi khasanah ilmu pengetahuan di bidang manajemen terutama teori political marketing, sehingga dapat bermanfaat bagi para akademisi dan praktisi. Penelitian berlokasi di Provinsi Banten dengan populasi penduduk Provinsi Banten yang memiliki hak suara dan tercatat pada Daftar Pemilih Tetap (DPT) tahun 2017 sebanyak 7.734.485 orang dengan sampel berjumlah 664 orang. Pengambilan sampel menggunakan metode probability sampling dengan teknik cluster sampling. Pengumpulan data diperoleh melalui kuesioner. Penelitian ini menggunakan pendekatan kuantitatif dengan alat analisis SEM (Structural Equation Modeling), dan dengan bantuan program WarpPLS 6.0. Hasil penelitian menunjukkan bahwa: (1) marketing mix politik berpengaruh positif terhadap keputusan memilih, (2) marketing mix politik berpengaruh positif terhadap persepsi nilai, (3) marketing mix politik berpengaruh positif terhadap positioning, (4) persepsi nilai berpengaruh positif terhadap keputusan memilih, (5) persepsi nilai berpengaruh positif terhadap positioning, (6) positioning berpengaruh positif terhadap keputusan memilih, (7) marketing mix politik berpengaruh positif terhadap keputusan memilih melalui persepsi nilai, (8) marketing mix politik berpengaruh positif terhadap keputusan memilih melalui positioning, (9) marketing mix politik berpengaruh positif terhadap keputusan memilih melalui persepsi nilai dan positioning
English Abstract
This study aims to empirically assess and manifest the effect of political marketing mix on the decision to vote, political marketing mix on perceived value, political marketing mix on positioning, perceived value on the decision to vote, perceived value on positioning, positioning on the decision to vote, political marketing mix on the decision to vote through perceived value, political marketing mix on the decision to vote through positioning, and political marketing mix on the decision to vote through perceived value and positioning. The results of this study are expected to enrich and complement the repertoire of knowledge in the field of management, especially in the theory of political marketing, for the benefit of academics and practitioners. The research was conducted in Banten Province using a sample of 664 people out of 7,734,485 who were included in the Permanent Voters List (DPT) of 2017 and were selected using probability sampling method with cluster sampling technique. The data was obtained through questionnaires and was analyzed using quantitative approach and SEM (Structural Equation Modeling) analysis in WarpPLS 6.0. The results show that (1) political marketing mix positively influences the decision to vote, (2) political marketing mix positively influences perceived value, (3) political marketing mix positively influences positioning, (4) perceived value positively influences the decision to vote, (5) perceived value positively influences positioning, (6) positioning positively influences the decision to vote, (7) political marketing mix positively influences the decision to vote through perceived value, (8) political marketing mix positively influences the decision to vote through positioning, and (9) political marketing mix positively influences the decision to vote through perceived value and positioning.
| Item Type: | Thesis (Doktor) |
|---|---|
| Identification Number: | DIS/320.01/BAS/m/2019/061909695 |
| Uncontrolled Keywords: | marketing mix politik, persepsi nilai, positioning, keputusan memilih, political marketing mix, perceived value, positioning, deciscion to vote. |
| Subjects: | 300 Social sciences > 320 Political science (Politics and government) > 320.014 Communication |
| Divisions: | S2/S3 > Doktor Ilmu Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Zainul Mustofa |
| Date Deposited: | 21 Oct 2022 03:14 |
| Last Modified: | 21 Oct 2022 03:14 |
| URI: | http://repository.ub.ac.id/id/eprint/195894 |
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