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IJSTR >> Volume 4 - Issue 11, November 2015 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

The Analysis Of Political Marketing Mix In Influencing Image And Reputation Of Political Party And Their Impact Toward The Competitiveness Of Political Party (The Survey Of Voters In West Java Province)

[Full Text]



Dedeh Maryani



Key words: Marketing Mix, Image, Reputation, Competitivness.



Abstract: Recently in Indonesia, public trust toward political parties has been decreasing. Most voters tend to be neutral, they had better to choose to none. The Experts argued that political competitivness will be high when political parties apply the accurate marketing mix or enhance their image and reputation. The aim of this research is to show how far political marketing mix in influencing the image or the reputation of political party and their impact toward the competitivness of 10 political parties conducted in Province West Java. I use quantitative method with explanatory survey method design. The population in this research is all voters in West Java, while the samples are about 400 persons with cluster random sampling. Data analysis in this research is descriptive with Parsial Least Square (PLS) hypothesis test. PLS describes political marketing mix toward the image and the reputation of political party and their impact toward the competitivness of political party. The result shows that independent variable (X), political marketing mix, gives a positive and significant influence to intervening variables (Y1) and (Y2), the image and the reputation of political party, and dependent variable (Y3), political party competitivness, their impact to the variable depend on it. The finding in this study is that marketing mix has high influence toward the competitiveness of political party by enhancing the image and the reputation of political party.



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