Voting Decision of Generation Z as Novice Voter in the 2019 Presidential Election in Pekanbaru City

Alvi Furwanti Alwie, Jushermi Jushermi, Dian Pratiwi, Nia Anggraini, Monica Agnes Br Harianja, Dedi Hidayat

Abstract


The democratic process, especially in Indonesia, has changed the general election system into a direct democratic system, where political candidates are directly involved in political marketing and the decision to vote is in the hands of the people. The people choose which political candidates are in accordance with their choices and expectations. This requires political candidates to carry out tactical but strategic and innovative political marketing. It is hoped that political marketing carried out by political candidates is in accordance with the expectations of the people as political participants in the general election. One of the political participants who will give their voting rights is the novice voter. This study aims to examine the analysis of the influence of the political marketing mix on the decision to elect novice voters for the presidential and vice presidential elections to FEB students at the University of Riau. The analysis technique used is multiple linear regression. The number of samples to be taken as many as 145 respondents with purposive sampling method. Data was collected by distributing questionnaires. Based on the results of the study, it was found that the Political Marketing Mix Variables were Political Products, Political Promotions, Political Prices, and Political Distributions had a effects on the decision to elect First-Time Voters in the Presidential and Vice Presidential elections in students of the faculty of economics and business University of Riau.


Keywords


Political Marketing Mix; Political Products; Political Promotion; Political Prices; Political Distribution; Voting Decision

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DOI: http://dx.doi.org/10.18415/ijmmu.v9i3.3552

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