POLITICAL MARKETING MIX DAN PENGARUHNYA TERHADAP KEPUTUSAN MAHASISWA UNIVERSITAS LAMPUNG

IKHSAN, RIDHO BRAMULYA (2010) POLITICAL MARKETING MIX DAN PENGARUHNYA TERHADAP KEPUTUSAN MAHASISWA UNIVERSITAS LAMPUNG. S2 thesis, Universitas Mercu Buana Menteng-Jakarta.

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Abstract

The application of political marketing mix based on the needs of voters has nowadays become common and widely accepted. Understanding such application has become the center of attention in building long term relationships between candidates and voters not only to win the election but also to improve delivery of the political offerings to society. Therefore, research needs to be conducted to identify those issues in a political context. The purpose of this study is to scrutinize the effect of th e political marketing mix on the voters’ selection decision. The concept of political marketing mix in this study includes product, promotion, price and place. Both primary and secondary data were obtained. Secondary data were obtained from various sources such as journal , and books. Primary data were obtained by using questionnaire. Target respondents were students of Strata 1 University of Lampung who voted for the 2010 Mayor election at Bandarlampung. Using stratified random sampling with proportional distribution and accidental sampling techniques, a total of 100 responses were obtained. Data were examined using both descriptive and statistical analysis such as classical assumption test, multicollinearity, heteroscedasticity, normality, F test, t test, linear regression analysis, validity and reliability test and AHP method. The finding reveals the key issues for research. Using multiple regression analysis, it was found variables: products, promotions, prices and places have a significant impact on voters both partially and simulatneously. Using AHP tool, results show places to be high priorities with direct mail as part of places being high priority too for students of Strata 1 University of Lampung who voted for the 2010 Mayor election at Bandarlampung. Researchers suggest to prospective Bandarlampung mayor's attention with variable products in the hearts of students because the product becomes the last priority for students’ decision . There is also a need for more research on all students in Bandarlampung. However, this research supports the use of political marketing mix explanations in relation to voters, product media, price and place in the political election.Penerapan political marketing mix berpusat pada kebutuhan pemilih yang menjadi pusat perhatian dalam membina hubungan jangka panjang antara kandidat dan pemilihnya. Kandidat harus memenuhi kebutuhan, keinginan, dan harapan pemilih agar menang dalam pemilihan wali kota. Untuk itu, kandidat perlu melakukan riset untuk mengenali pemilihnya dalam konteks sebagai konsumen politik. Tujuan penelitian ini untuk mengetahui pengaruh political marketing mix terhadap keputusan mahasiswa dalam Pemilukada Kota Bandar Lampung Bulan Juni 2010. Konsep political marketing mix menggunakan variabel produk, promosi, harga dan tempat. Untuk mengukur variabel tersebut digunakan kuesioner yang disebar kepada mahasiswa Strata 1 Universitas Lampung. Analisis menggunakan statistik dan hasil pernyataan dalam kuesioner adalah valid dan reliable. Teknik sampling yang digunakan adalah proportionate stratified random sampling dengan metode penyebaran kuesioner adalah accidental sampling. Sampel terpilih sebanyak 100 orang. Kemudian dilakukan uji multikolinieritas, heteroskedastisitas, normalitas, uji F, uji t, regresi berganda dan AHP. Hasil analisis regresi berganda, secara simultan dan parsial variabel produk, promosi, harga dan tempat berpengaruh signifikan terhadap keputusan mahasiswa dalam Pemilukada Wali Kota Bandarlampung Juni 2010. Hasil AHP menunjukkan variabel tempat menjadi kriteria prioritas utama dengan direct mail menjadi alternatif prioritas utama bagi mahasiswa dalam pemilukada Wali Kota Bandarlampung Juni 2010. Peneliti menyarankan kepada kandidat Wali Kota Bandarlampung untuk memperhatikan variabel produk dalam menarik hati mahasiswa pada Pemilukada Kota Bandarlampung Juni 2010 karena produk menjadi prioritas terakhir bagi mahasiswa dalam membuat keputusan pada Pemilukada Wai Kota Bandarlampung. Bagi penelitian lanjutan, dapat menambah jumlah populasi yaitu seluruh mahasiswa di Kota Bandarlampung

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