Analisis Voter Behaviour sebagai Strategi Political Marketing pada PILKADA Serentak di Kota Bukittinggi

Abstract

This research is motivated by the implementation of the election of regional head (Pilkada) at the same time in 2015 which is followed by many candidate pairs. Marketing is required in every competition including in politics and elections of regional heads. The purpose of this research is to know how voter behavior in elections to be used as reference for political party and future head of region in using political marketing strategy. This study uses the approach of economics, especially marketing management. The type of research is descriptive, research method used is descriptive survey method. The type of investigation is the type of causality and the time scope is cross sectional. The sampling technique used was accidental sampling with a sample of 250 respondents. Data analysis used is descriptive analysis. The unit of analysis is a constituent with a voting right. The results show that voter behavior in elections in Bukitinggi is still low in terms of political participation. High money politics happens. The personal factor of the regional head candidate becomes a constituent consideration in choosing.