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.
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