Pemasaran Politik Dan Keputusan Memilih Partisipan Pemilihan Kepala Daerah Pada Kelompok Perkotaan Dan Kelompok Pinggiran Kota (Studi Pada Kelompok Partisipan Politik di Kota Pekanbaru)

Abstract

Political marketing is necessary both for politicians and political parties.Political marketing is believed to be the methods and instruments that can helppoliticians and political parties in order to create competitive advantage and win thecompetition. Actually there are some similarities in terms of selling politicians and tosell products. Most political sell products in the shape of abstracs and intangible,related to the value (value laden), the promise in the future, or something thatsatisfaction gained in the long term, vague, and uncertain. The purpose of this studywas to find out level of perceptions of urban and suburban groups on the politicalproduct, the price of politics,political campaigns, and political distribution of thedecisions to vote at the urban and suburban groups, as well as examine the differencesbetween urban groups with a group of suburban. This study sampled at village ofCintaraja and the village of Kulim in the city of Pekanbaru by respondents as many as100 people. The data used are primary data obtained from a questionnaire with five-point Likert scale to determine the perceptions of respondents on the variablesobserved. The findings obtained are known effect of a political product, the price ofpolitics, poltical campaigns and political distribution in the urban and suburbangroups. Political campaign and the distribution of politics does not affect the votedecision of urban group. On the outskirts of the distribution of political groups does notaffect the decision to choose, there is a different partially, but simultaneously, there isno difference in the decision to vote in urban with a group of suburban.