WALDHEMAR, MUHAMMAD ISARINO (2010) PENGARUH PRODUK POLITIK DAN PULL MARKETING TERHADAP KEPUTUSAN MEMILIH MASYARAKAT DKI JAKARTA PADA PEMILIHAN PRESIDEN 2009. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
|
Text (Cover)
01. Cover Luar.pdf Download (55kB) | Preview |
|
|
Text (Abstract)
03. Abstract.pdf Download (81kB) | Preview |
|
|
Text (Abstrak)
04. Abstrak.pdf Download (53kB) | Preview |
|
|
Text (Pengesahan)
05. Pengesahan (1).pdf Download (41kB) | Preview |
|
|
Text (Cover dalam)
02. Cover Dalam.pdf Download (55kB) | Preview |
|
|
Text (Pernyataan)
06. Pernyataan.pdf Download (41kB) | Preview |
|
|
Text (Kata Pengantar)
07. Kata Pengantar.pdf Download (104kB) | Preview |
|
|
Text (Daftar Isi)
08. Daftar Isi.pdf Download (71kB) | Preview |
|
|
Text (Daftar Tabel)
09. Daftar Tabel.pdf Download (56kB) | Preview |
|
|
Text (Daftar Gambar)
10. Daftar Gambar.pdf Download (41kB) | Preview |
|
|
Text (Daftar Grafik)
11. Daftar Grafik.pdf Download (40kB) | Preview |
|
|
Text (Daftar Lampiran)
12. Daftar Lampiran.pdf Download (41kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (Bab 1)
13. BAB I.pdf Restricted to Registered users only Download (145kB) |
|
|
Text (Bab 2)
14. BAB II.pdf Restricted to Registered users only Download (181kB) |
|
|
Text (Bab 3)
15. BAB III.pdf Restricted to Registered users only Download (166kB) |
|
|
Text (Bab 4)
16. BAB IV.pdf Restricted to Registered users only Download (251kB) |
|
|
Text (Bab 5)
17. BAB V.pdf Restricted to Registered users only Download (46kB) |
|
|
Text (Daftar Pustaka)
18. Daftar Pustaka.pdf Restricted to Registered users only Download (111kB) |
|
|
Text (Lampiran)
19. Lampiran.pdf Restricted to Registered users only Download (369kB) |
|
|
Text (Riwayat Hidup)
20. Riwayat Hidup.pdf Restricted to Registered users only Download (120kB) |
Abstract
The application on political marketing in the process of practical politic has increased greatly nowadays. Understanding such application is very essential for effective and efficient use of marketing in politics and also for improvement in the delivery of the political offerings to society. The purpose of this research is to analyze the effect of political products and pull marketing strategy on the voters’ selection decision. This research focused on Jakarta’s voters during the 2009 Presi dential Election. Both primary and secondary data were obtained. Secondary data were obtained from various sources such as journal, and data-base from KPUD (Regional Electoral Commision) DKI Jakarta. Primary data were obtained by using questionnaire, which was directly sent or sent by email to the respondents. Target respondents were those of urban people and of at least diploma graduates. Using quota and convenience sampling techniques, a total of 100 responses were obtained. Data were examined using both descriptive and statistical analysis such as classical assumption test, and doubled linear regression analysis (Test F, Test T and Determination Coefficient). The result of this research has shown that wholly or partially, that political product and pull marketing has significantly effect on voters’ selection decision during the Indonesia’s 2009 Presidential Election. But if compared between both subjects, politic product has greater effect than pull marketing. An other important finding is that the personal characteristic (product politic) and television commercial (pull marketing) are indicators on which being considered most by the voters in judging and choosing the right President and Vice President. Other than that, research on other variable, in which not research in this particular thesis, need to be conduct, This also to include, using more sample as the responder, to get more comprehensive result. However, this research supports the use of political marketing explanations in relation to voters, media, and products in the political election.Penerapan marketing politik dalam proses politik praktis berkembang sangat pesat dewasa ini. Pemahaman mengenai marketing politik sangat penting agar penerapannya dalam dunia politik dapat berjalan dengan efektif dan efisien, serta untuk perbaikan dalam proses penyampaian pesan politik ke masyarakat. Penelitian ini bertujuan untuk menganalisis pengaruh produk politik dan pull marketing terhadap keputusan memilih dalam pemilihan umum. Fokus penelitian ini adalah masyarakat DKI Jakarta yang menggunakan hak suaranya pada Pemilihan Presiden 2009 di Indonesia. Penelitian ini menggunakan data primer dan sekunder. Data sekunder diperoleh dari berbagai sumber, seperti jurnal dan database Komisi Pemilihan Umum Daerah (KPUD) DKI Jakarta. Sedangkan data primer diperoleh dari penyebaran kuesioner kepada responden, baik secara langsung (face to face) atau melalui email (electronic mail). Target responden dalam penelitian ini adalah masyarakat perkotaan dengan tingkat pendidikan terakhir minimal Diploma 3 (D3). Penelitian ini menggunakan teknik quota dan convenience sampling, dengan total responden 100 orang. Data diuji dengan menggunakan analisis deskriptif dan statistik, seperti uji asumsi klasik dan analisis regresi linear berganda (uji F, uji T, dan Koefisien Determinasi). Hasil penelitian ini menunjukkan bahwa secara bersama-sama dan parsial, produk politik dan pull marketing berpengaruh signifikan terhadap keputusan memilih masyarakat DKI Jakarta pada Pemilihan Presiden 2009 di Indonesia. Akan tetapi, produk politik memiliki pengaruh yang lebih besar bila dibandingkan dengan pull marketing. Temuan penting lainnya adalah bahwa karakteristik personal (produk politik) dan iklan di televisi (pull marketing) merupakan indikator yang paling dipertimbangkan pemilih dalam menilai dan memilih calon pasangan Presiden dan Wakil Presiden. Terlepas dari itu, perlu juga dilakukan penelitian terhadap variabel lainnya yang tidak diteliti dalam penelitian ini, ataupun menggunakan sampel responden yang lebih banyak sehingga mendapatkan hasil yang lebih komprehensif. Namun, penelitian ini mendukung penggunaan penjelasan marketing politik dalam kaitannya dengan pemilih, media massa, dan produk politik dalam pemilu.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-10-077 |
| NIM/NIDN Creators: | 55107120095 |
| Uncontrolled Keywords: | MPS, Manajemen Pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 30 May 2022 03:16 |
| Last Modified: | 14 Feb 2023 02:50 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/62151 |
Actions (login required)
 |
View Item |
