THE INFLUENCE OF PARTY BRAND EQUITY ON ATTITUDE OF THE YOUNG GENERATION

Abstract

Party brand equity is an essential strategy of political brand. Party brand equity relates the attitude to support or deciding to vote in a political party of the young generation. The methodology of the study is cross-sectional using survey questionnaire. Also, the objectives of the study are (1) purpose to examine the strategy to enhance the importance of voting in the young generation, and (2) to investigate the strategy of political party by influence of party brand equity and other party brands; there are party brand image, awareness, quality, loyalty and leadership on attitude of the young generation in the age 15 to 29 years. The study was analyzed the attitude by using party brand attitude. The findings of this study shown that, party brand equity and other party brands have a significant influence on attitude of the young generation.