Engaging perceived value towards political marketing mix for head of region voting decision


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This study aims to determine and analyze the role of perceived value in influencing political marketing mix on voting decision for Head of Region in the Election of Governor and Deputy Governor of Banten in 2017. The population of this study involves people who have the rights to vote in Banten and are kept on the permanent voter list. Sample of this study consists of 664 respondents, in which most of the respondents include casual workers, outsourcing, casual daily laborers, housewives, and workers who do not need special skills. The proportional random sampling technique was utilized in determining the number of respondents. SEM (Structural Equation Modeling) was conducted by applying WarpPLS 6.0. The results of the study indicated that there is a positive and significant relationship between political marketing mix and perceived value concerning the voting decision, as demonstrated by positive and significant effect on perceived value. The findings confirmed that political marketing mix influenced the decision to elect a Head of Region mediated by perceived value. To improve the decision to vote, the researchers believe/suggest that providing attention to political products such as branding of political candidates, is thus deemed necessary.

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    • Figure 1. Conceptual framework
    • Figure 2. Structural equation model coefficient. The Role of Perceived Value as a Mediator for Political Marketing Mix on Decision to Vote Head of Regions
    • Table 1. The results of evaluation of outer model for political marketing mix
    • Table 2. The results of evaluation of outer model for perceived value
    • Table 3. The results of evaluation of outer model for voting decision
    • Table 4. Test results of variable mediation by using Sobel method for the relationship between political mix marketing and voting decision through perceived value