THE ROLE OF SATISFACTION AND INTENTION TO VOTE IN GENERAL ELECTION: STUDY INDONESIAN GENERAL ELECTION PARTICIPANTS
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Intention to vote in general election is one of the most important things in the consumer behavior field, especially in political marketing. However, not many research investigate the existence of intention to vote in general election. The existence of intention to vote shows that people in a country tend to participate in his or her country political process, especially in developing his or her country. This means that the intention to vote is a crucial part in general election socialization of ideas and activities. This research investigated the existence of satisfaction in the general election participants through analyzing the relationships between attitude toward politics attributes (Attitude toward the General Election Commission, the election process, the attitude toward the candidate’s programs, the attitude toward the president candidate, and the attitude toward political party), satisfaction, and intention to vote. The results of this research will contribute to consumer behavior theory, politics, and marketing practice as well. Through the findings of this research, the general elections commission managers and political party could make a better marketing plan. This research conducted on higher education students, since the higher education students are the largest part of participants in Indonesia General Elections, and they are also the largest general election participants who has right to vote legally. This research shows that the students more favorable to the program than the candidate. It also shows that Indonesians are more rational than before, since figure is more emotional rather than programs, especially for higher education students.
Politics, political perceived attributes, satisfaction, intention to vote, white voters, structural Equation Modeling