Jayanti, Ratna Dwi (2015) PENGARUH POLITICAL MARKETING MIX (PRODUK, PROMOSI, HARGA, TEMPAT) TERHADAP KEPUTUSAN MEMILIH YANG DIMEDIASI PERILAKU PEMILIH MAHASISWA DI JOMBANG. Seminar Nasional & Call For Paper, Forum Manajemen Indonesia (FMI) Ke-7“Dinamika Dan Peran Ilmu Manajemen Untuk Menghadapi AEC”. p. 59. ISSN 978-602-73177-0-3
|
Text
PENGARUH_POLITICAL_MARKETING_MIX_PRODUK.pdf Download (1MB) | Preview |
Abstract
The purpose of this study was to examine the influence of political marketing mix against the decision of voters (students) who mediated voting behavior. The concept of political marketing mix of product, promotion, price and place as the predictor variable (X), voter behavior as mediating variables (Y1), and the decision to choose as the dependent variable (Y2) were used in this study.This study uses primary and secondary data. The target respondents are students in Jombang who choose to Election 2014. The number of samples taken for this study of 250 respondents, respondents obtained in non-random. Data analysis technique used is the technique of path analysis. Previous data should be tested for validity and reliability to obtain valid and reliable data. The results showed that the effect of the product on the decision variables directly elected by-0.012. Promotion of decision variables influence directly elected by 0,260. Influence the price of the decision variables directly elected by 0,066. A variable influence on the decision directly elected by 0,211. Variables influence the behavior of voters to choose direct decision of 0.422. That the variable product, promotion, price, place, and voting behavior has accounted for 74.5% in influencing the decision to choose.Variables influence the behavior of voters products directly at -0.074. Promotion variables influence the behavior of voters directly by 0.269. Price variables influence the behavior of voters directly by 0.335. A variable influence on the behavior of 0,118 voters directly. Keywords: political marketing mix, thebehavior of voters, the decision to choose
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HU General Management |
| Divisions: | Lecturer Journal |
| Depositing User: | Users 1 not found. |
| Date Deposited: | 18 Jan 2020 02:07 |
| Last Modified: | 18 Jan 2020 02:10 |
| URI: | http://repository.stiedewantara.ac.id/id/eprint/998 |
Actions (login required)
 |
View Item |