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Source publication
The aim of this study is to evaluate the effects of political marketing done by
political parties on the preferences and choices of the electors. In accordance with this
aim, the concepts of political marketing, political marketing procedure and political
marketing system are explained. Population of the research is consists of the electors
from di...
Contexts in source publication
Context 1
... political marketing process as outlined in Figure 2 consists of four parts, namely the party (or candidate) organization, the environment which conditions its development, the strategic mix it deploys, and ultimately the market it must operate in adopting the maxim of Schumpeter (1943) that democracy is primarily concerned with parties' "competitive struggle for (the) people's vote", Gamble contends ...
Context 2
... political marketing process as outlined in Figure 2 consists of four parts, namely the party (or candidate) organization, the environment which conditions its development, the strategic mix it deploys, and ultimately the market it must operate in adopting the maxim of Schumpeter (1943) that democracy is primarily concerned with parties' "competitive struggle for (the) people's vote", Gamble contends that: ...
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Citations
... The political marketing mix has a high influence on the competitiveness of political parties by enhancing the image and reputation of political parties (Maryani et al., 2020). Voters are less affected by political marketing work that is close to the election date, while they are more influenced by previous activities and stakeholder marketing studies (Uyar, 2016). Skepticism, cynicism, frustration, and dissatisfaction have an impact on resistance to political marketing campaigns (Elhajjar, 2018). ...
The intention of this research is to understand how did the winner of the election win the heart of the prospective voters and which of the variables that has the highest influence on the decision to vote for the candidate, the respective variables are: positioning and social media marketing towards the decision to vote in relating to the political marketing as the intervening variable. The data was collected from the distribution of questionnaire, the population are the voters of the election in West Java, Indonesia. This research is using Purposive Sampling as the data processing and the analysis tool is using Partial Least Square. The results indicate that both positioning and social media marketing have positive and significant effect towards political marketing, and the variable of positioning have the most significant influence towards decision to vote compare to social media marketing. The results show that the positioning of a candidate is very important to engage the decision of the voters to vote for them. Eventhough the social media marketing is also playing an important part to engage their voters.
... The political marketing mix has a high influence on the competitiveness of political parties by enhancing the image and reputation of political parties (Maryani et al., 2020). Voters are less affected by political marketing work that is close to the election date, while they are more influenced by previous activities and stakeholder marketing studies (Uyar, 2016). Skepticism, cynicism, frustration, and dissatisfaction have an impact on resistance to political marketing campaigns (Elhajjar, 2018). ...
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