THE ROLE OF SATISFACTION AND INTENTION TO VOTE IN GENERAL ELECTION: STUDY INDONESIAN GENERAL ELECTION PARTICIPANTS
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Date
2009-11-23
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Universitas Widyatama
Abstract
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.
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Keywords
Politics, political perceived attributes, satisfaction, intention to vote, white voters, structural Equation Modeling