The effect of brand personality and social media to voting behavior of Indonesia presiden 2014

Abstract

The purpose of this study was to analyze the effect of brand personality of Jokowi and social media to voting behaviour of Indonesia president 2014. The methods of this research conducted with quantitative methods. This research uses quantitative method. In this study also built on a review of the theory and results of previous studies. The population of this study are students faculty of social science and political science at Riau Kepulauan university force 2011-2015 users of social media twitter and facebook. Based on sample drawing technique Krejcie and Morgan obtained sample of 165 samples and the scale used is likert. Hypothesis testing is done by using multiple regression with the help of computer software SPSS 19.0. This study looks at the influence of five dimensions of Jokowi brand personality, sincerity, excitement, competence, sophistication, and ruggednes. Furthermore, this study also aims to identify the influence of social media twitter and facebook, and three dimensions of voting behavior that is sociological, psychological, and rational choice. The results of this study show the brand personality Jokowi in general categorized well with the dimension of brand personality the highest score is sincerity. Student voter behavior is generally categorized well with the rational choice dimension that has the highest score. Brand personality has a positive influence on voter behavior. Social media contribute significantly to voting behavior. In other words brand personality and social media together give influence to PP equal to 23.1% while the rest 63.9% voting behavior influenced by other factor which not discussed in this research.