Integrated Marketing Communication on Voter Behavior in Political Campaign: A Study of Regional Head Election in Indonesia

Abstract

— The political changes in Indonesia that the community has many options and can provide voice or their right to vote in a political party or candidate, so that the voters have high bargaining power in the Regional Head Election. In an attempt to win the election takes no small cost, although the cost to the campaign cannot guarantee the election of a candidate. This study aimed to analyze the effect of integrated marketing communications (IMC) on the behavior and decisions of voters vote for candidates in political campaigns in the local elections in Indonesia. The results showed that the IMC factors can influence positively and could also negatively affect voter behavior and decision-elect. For that candidate or political party should be able to understand the segments of voters to be able to use the factors IMC effectively and efficiently, so as not to negatively affect the candidate.