Pemasaran Politik dan Politik Kepartaian di Indonesia: Kajian Pemilihan Umum Tahun 2009 di Daerah Khusus Ibukota Jakarta

This research was conducted with the aim to explain the factors influencing voters' decision on a political party in DKI region of Jakarta. The research framework was based on the Theory of Reasoned Action (TRA) proposed by Fishbein and Ajzen. The outcome of focus group discussion and adaptation of the model identified the antecedent factors including: persona, emotional relation, programs, image, ideology, attitude toward figure and attitude toward party. These factors are hypothesized to have influence on party
choice decision. This research using quantitative approach with survey design involving of 625 samples representing voters in DKI Jakarta. Data was collected using questionnaire, while multivariate analysis with Structural
Equation Modeling were used to test the research hypothesis. The finding of the research ascertained and supported the factors influencing voters' choice decision developed based on TRA. Hence, this research concluded ,that
voters' decision to choose a party were influenced by their attitude toward political figure, as well as, their attitude toward the political party. Propensity of voters' attitude toward political figure were influenced by the persona and emotional relation factors, while, the attitude toward the political party were influenced by programs, party's image and ideology factors. The research found that persona was the dominant factor influencing voter's choice
decision of a political party. The research therefore recommended that political party should pay attention to understanding voters behavior, especially focusing on factors such as persona, emotional relation, programs,image and ideology. This is because these are the factors that encourage positive attitude toward political figure and party which consequently lead decision to choose the political party.