The Analysis Of Political Marketing Mix In Influencing Image And Reputation Of Political Party And Their Impact Toward The Competitiveness Of Political Party(The Survey Of Voters In West Java Province)

Maryani, Dedeh (2015) The Analysis Of Political Marketing Mix In Influencing Image And Reputation Of Political Party And Their Impact Toward The Competitiveness Of Political Party(The Survey Of Voters In West Java Province). INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH, 4 (11). pp. 101-111. ISSN 2277-8616

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Abstract

Recentlyin Indonesia, public trust toward political parties has been decreasing. Most voters tend to be neutral, they had better to choose to none. The Experts argued that political competitivness will be high when political parties apply the accurate marketing mix or enhance theirimage and reputation.The aim of this research is to show how far political marketing mix in influencing the image or the reputation of political party and their impact toward the competitivness of 10 political parties conducted in Province West Java. I use quantitative method with explanatory survey method design. The population in this research is all voters in West Java, while the samples are about 400 persons with cluster random sampling. Data analysis in this research is descriptive with Parsial LeastSquare (PLS) hypothesis test. PLS describes political marketing mix toward the image and the reputation of political party and their impact toward the competitivness of political party.The result shows that independent variable (X), political marketing mix, gives a positive and significant influence to intervening variables (Y1) and (Y2), the image and the reputation of political party, and dependent variable (Y3),political party competitivness, their impact to the variable depend on it.The finding in this study is that marketing mix has high influence toward the competitiveness of political party by enhancing the image and the reputation of political party. Key words: Marketing Mix, Image, Reputation, Competitivness.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Campus > IPDN Kampus Jatinangor
Depositing User:	S.IP, M.Si Kuncoro G. Pambayun
Date Deposited:	04 Feb 2020 02:24
Last Modified:	04 Feb 2020 02:24
URI:	http://eprints.ipdn.ac.id/id/eprint/5430

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