PENGARUH PERSONAL BRANDING, POLITICAL MARKETING DAN SOCIAL MEDIA TERHADAP KEPUTUSAN MEMILIH KEPALA DAERAH (Studi Pada Pemilihan Gubernur Jawa Barat 2018 Deddy Mizwar)

WILLIAM, REYNOLD (2019) PENGARUH PERSONAL BRANDING, POLITICAL MARKETING DAN SOCIAL MEDIA TERHADAP KEPUTUSAN MEMILIH KEPALA DAERAH (Studi Pada Pemilihan Gubernur Jawa Barat 2018 Deddy Mizwar). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

After reformation era, there is a very significant shift towards the political life in Indonesia (Firmanzah, 2008) So that politicians and political parties need to redesign competing strategies to win political competition. The purpose of this study is to find out whether the personal branding, political marketing and social media have an influence to elect a regional head. In its implementation data collection is carried out by survey or questionnaire. The unit of analysis which been studied was the individuals, they are the individuals who had taken part in the general election of the West Java election. A total of 216 respondents with dissemination in 5 cities (Bekasi, Bandung, Tasikmalaya, Bogor, Depok) and 1 district (Garut) where 36 respondents each participated. The result, personal branding, political marketing and social media in a positive and significant effect to elect a regional head. Keywords: Personal Branding, Political Marketing, Social Media, Keputusan Memilih. Pasca reformasi, terdapat pergeseran yang sangat signifikan terhadap kehidupan berpolitik di Indonesia (Firmanzah, 2008) Sehingga politisi dan partai politik perlu merancang ulang strategi bersaing untuk memenangkan persaingan politik. Tujuan penelitian ini adalah untuk mengetahui apakah personal branding, political marketing dan social media berpengaruh terhadap keputusan memilih Kepala Daerah. Dalam pelaksanaannya dilakukan pengumpulan data dengan survey atau kuesioner. Unit analisis yang diteliti adalah individu, yaitu para individu yang telah mengikuti pemilihan umum Pilkada Jabar. Sebanyak 216 responden dengan penyebaran di 5 Kota (Bekasi, Bandung, Tasikmalaya, Bogor, Depok) dan 1 Kabupaten (Garut) yang mana masing-masing berpartisipasi sebanyak 36 responden. Hasilnya personal branding, political marketing dan social media secara parsial berpengaruh positif dan signifikan terhadap keputusan memilih kepala daerah. Kata Kunci: Personal Branding, Political Marketing, Social Media, Keputusan Memilih.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 187
NIM: 43114120129
Uncontrolled Keywords: Personal Branding, Political Marketing, Social Media, Keputusan Memilih.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 25 Jul 2019 04:08
Last Modified: 10 Oct 2019 07:54
URI: http://repository.mercubuana.ac.id/id/eprint/49956

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