Pengaruh Iklan Politik dan Word-Of-Mouth Terhadap Citra Calon Kepala Daerah, Kepercayaan dan Keputusan Pemilih Pemula pada Pilkada Kota Batam Provinsi Kepulauan Riau

Tibrani, . (2020) Pengaruh Iklan Politik dan Word-Of-Mouth Terhadap Citra Calon Kepala Daerah, Kepercayaan dan Keputusan Pemilih Pemula pada Pilkada Kota Batam Provinsi Kepulauan Riau. Doctoral thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to find out about the decision of novice voters in the elections in Batam City, Riau Islands Province. The study population was 13,150 novice voters. Using the Slovin formula with a tolerance of 5%, the number of samples was 389 respondents. The test results with SEM show that the model (fit) can be seen from the values of GFI, AGFI, TLI, CFI, RMSEA and CMIN / DF, each of which is 0.916, 0.902, 0.951, 0.954, 0.074 and 1.088 all within the expected value range. Research results: 1). Political advertising influences the image, trust and decision of voters. 2). words of mouth have no significant effect on images, and words of mouth have a significant effect on trust, and voter decisions. 3). The image of the prospective regional head influences the voters' trust, trust and decision. 4). Trust in prospective regional heads influences voter decisions in Batam City, Riau Islands Province. Suggestions for prospective regional heads to improve and conduct intensive communication with novice voter participants with positive things about their programs. Also invite friends, and parties that support it to be more effective in providing positive information about the regional head candidates that he promotes. It is also recommended that the supporting party provides information on recommendations on who the candidate is to be carried by his party widely. Suggestions for other researchers should be made to increase the scope of the study, taking into account broader areas, as well as the grouping and separation of respondents by district, district / city in the Riau Islands Province, in order to obtain a clearer picture of voter decisions, which are based on variables political advertising, Word-Of-Mouth, the image of regional head candidates and the confidence of novice voters, because the voters' decision becomes the deciding factor in the victory of candidates for regional leadership Keywords: political advertising, words of mouth, image of regional head candidate, trust, voter decision.

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