The Influence of Digital Based Political Marketing on Governor Election Decisions in the 2020 Simultaneous Regional Elections with Political Trust as a Moderating Variable

DOI

10.2991/978-94-6463-158-6_50How to use a DOI?

Keywords

Political Product; Political Promotion; Political Price; Political Place; Political People; Political Process; Political Physical Evidence; Political Power; Political Public Opinion; Political Trust; Election Decision

Abstract

This study aims to determine the effect of digital-based political marketing on the decisions of Mahyeldi Ansharullah and Audy Joinaldy voters in the 2020 simultaneous regional elections with political trust as a moderating variable. The population of all people in West Sumatra who are over 17 years old and have the right to vote as many as 726,853 voters. The sampling technique used cluster sampling. The number of samples using the Slovin formula is 400 respondents. The analysis method uses SEM PLS with the SmartPLS program 3. The results show that the variables political product, political promotion, political process, political physical evidence, political power, and political public opinion have a positive and insignificant effect on election decision. The political trust variable has a positive and significant effect on election decision. Political price, political place and political people variables have a negative and insignificant effect on election decision. The variables of political product, political promotion, political price, political people, and political physical evidence have a positive and insignificant effect on election decision with political trust as a moderating variable. The variables political place, political process, political power, and political public opinion have a negative and insignificant effect on election decision with political trust as a moderating variable.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Edo Afrinaldi
AU  - Susi Evanita
PY  - 2023
DA  - 2023/06/26
TI  - The Influence of Digital Based Political Marketing on Governor Election Decisions in the 2020 Simultaneous Regional Elections with Political Trust as a Moderating Variable
BT  - Proceedings of the Ninth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2022)
PB  - Atlantis Press
SP  - 550
EP  - 585
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-158-6_50
DO  - 10.2991/978-94-6463-158-6_50
ID  - Afrinaldi2023
ER  -