The Influence of Political Marketing Mix Strategy on The Decision to Choose (Survey on First Voter in Lampung Province)

Abstract

Political marketing can create a good political image for political candidates. This study aims to conduct empirical research on the understanding of the marketing mix in the political realm, which consists of political products, political prices, political promotion, and political distribution, by exploring the elements of the traditional marketing mix. In this study, the author will examine the political marketing mix as a variable and see the effect of 4P (Product, Price, Promotion, Place) on choosing to use the AIDA model on early voters in Lampung province during the gubernatorial election. The method used in this study is an explanatory survey via a google form. The data analysis technique used Structural Equation Model (SEM) with SmartPLS 3.2.6 data processing tool. The sampling technique in this study is purposive sampling with a sample of 155 respondents. This study indicates that the political marketing mix strategy of product, price, promotion, and location significantly affects the choice. According to the results of the tests of hypotheses carried out by bootstrapping on SmartPLS, we obtain that the t-statistical value of the variables product (4.468), promotion (2.995), advertising (2.905), and place (2.861), which means that it is higher than the bilateral which has a value of 1.96.