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All Journal Jurnal Ilmiah Edunomika (JIE) Khazanah Sosial Jurnal Kolaborasi Pengabdian Masyarakat Fakultas Ilmu Administrasi
Agustiani, Intan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Personal Branding, Party Image, and Political Promotion as Determinants of Voter Decision-Making: The Mediating Effect of Voting Interest in Indonesia’s Local Elections Agustiani, Intan; Harjadi, Dikdik; Djuniardi, Dede
Khazanah Sosial Vol. 7 No. 4 (2025): Khazanah Sosial
Publisher : UIN Sunan Gunung Djati

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/ks.v7i4.39592

Abstract

In 2024, Indonesia will hold general elections to choose legislative candidates at the central and regional levels. Kuningan Regency in West Java also held legislative candidate elections at the regency level. There's an interesting phenomenon where legislative council members consistently win seats in the two previous election cycles. In the context of political marketing, the candidate is the object that must be valuable to be chosen, making competition with a marketing approach interesting to study. To analyze this phenomenon, this research was conducted to determine the factors influencing voters' decisions in choosing legislative candidates for the Kuningan District DPRD. The focus of this research is the analysis of personal branding, party image, and promotions conducted by candidates, with voting interest as a mediating variable. Personal branding is the uniqueness built from a person's skills, experience, and personality, which can shape positive perceptions and a tendency to choose. Party image is related to the impression formed in the public's mind regarding political parties. Promotion is an effort made to introduce candidates to political marketing strategies thru media or public publication channels that are responsive to voters. The object of study is a legislative member from the PDIP party who has consistently won a legislative seat in the Kuningan District Council for two period. The respondents in this study were 200 people who are loyal voters for the candidate and are members and supporters of the PDIP party. The research method uses quantitative analysis with data collected using questionnaires and analyzed using SEM PLS. The research results show that all hypotheses are supported, all independent variables have a positive and significant effect on the decision to choose a candidate, and there is an Voting Interest that mediates the relationship between personal selling, party image, and promotion on the decision to choose. These results indicate that candidates who are consistent in their personal branding have a higher chance of being re-elected, supported by the party's image and promotions that generate strong voting interest and influence legislative candidate voting decisions. Practically, this research has implications for candidates, political parties, and policymakers. Candidates need to manage their personal branding not just for image, but to cultivate genuine interest in the eyes of voters. Political parties need to maintain a consistent image thru reputation, integrity, and tangible performance in order to generate public interest. Meanwhile, policymakers can leverage these insights to design political education strategies and campaign regulations that not only raise awareness but also encourage active voter interest in the democratic process.
INOVASI PENGELOLAAN UMKM DALAM MENINGKATKAN NILAI JUAL DENGAN PELATIHAN 3P (PRODUKSI, PENGEMASAN DAN PEMASARAN) DI DESA RANCAMANGGUNG KECAMATAN TANJUNGSIANG KABUPATEN SUBANG Natika, Luki; Syarifah, Ane; Natika, Annissaa; Agustiani, Intan; Salsabila, Khalida
Jurnal Kolaborasi Pengabdian Masyarakat Fakultas Ilmu Administrasi Volume 2, Issue 2, Desember 2024
Publisher : Fakultas Ilmu Administrasi Universitas Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37950/76hhw843

Abstract

Abstrak UMKM (Usaha Mikro, Kecil, dan Menengah) memiliki peran penting dalam perekonomian, Desa Rancamanggung. Namun, tantangan yang dihadapi oleh pelaku UMKM seringkali terkait dengan rendahnya nilai jual produk yang dihasilkan. Penelitian ini bertujuan untuk mengkaji dan mengembangkan inovasi dalam pengelolaan UMKM melalui pelatihan 3P (Produksi, Pengemasan, dan Pemasaran) guna meningkatkan nilai jual produk. Pendekatan ini dilakukan dengan memberikan inovasi yang komprehensif kepada pelaku UMKM tentang teknik produksi yang efisien, strategi pengemasan yang menarik, serta pemasaran yang efektif. Hasil dari penelitian ini menunjukkan bahwa pelatihan 3P secara signifikan mampu meningkatkan kualitas produk, daya tarik konsumen, dan pada akhirnya meningkatkan nilai jual produk UMKM. Inovasi pengelolaan ini diharapkan dapat menjadi model yang berkelanjutan untuk memperkuat daya saing UMKM di pasar yang lebih luas. Kata kunci : UMKM, Inovasi, Produksi, Pengemasan, Pemasaran Abstract MSMEs (Micro, Small, and Medium Enterprises) have an important role in the economy of Rancamanggung Village. However, the challenges faced by MSME actors are often related to the low selling value of the products produced. This study aims to examine and develop innovations in MSME management through 3P training (Production, Packaging, and Marketing) to increase product selling value. This approach is carried out by providing comprehensive innovations to MSME actors about efficient production techniques, attractive packaging strategies, and effective marketing. The results of this study indicate that 3P training can significantly improve product quality, consumer appeal, and ultimately increase the selling value of MSME products. This management innovation is expected to be a sustainable model to strengthen the competitiveness of MSMEs in the wider market. Keywords: MSMEs, Innovation, Production, packaging, Marketing, sale value
SYSTEMATIC LITERATURE REVIEW: STRATEGI KOMUNIKASI DALAM PEMASARAN POLITIK PARTAI Sutrisno, Sutrisno; Agustiani, Intan; Rahmantya, Yanneri Elfa Kiswara
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 1 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i1.10882

Abstract

Penelitian systematic literature review ini menjelaskan tentang strategi komunikasi dalam pemasaran partai politik. Dunia politik saat ini tidak lepas dari dunia komunikasi. Karena kegiatan politik didasarkan pada komunikasi dalam menyampaikan gagasan, gagasan, pendapat, dan hal-hal lain yang berkaitan dengan program kerjanya untuk pengembangan sebuah negara. Politik bisa dikatakan sebagai cabang yang begitu banyak dengan semua orang disiplin ilmu yang dilewatinya. Ini seperti “oase” tempat yang terbentuk tempat bertemunya berbagai disiplin ilmu, yang dalam suatu hari lahir sosiologi politik, psikologi politik, komunikasi politik, dan juga pemasaran politik. Namun, lahir secara akademis bisa dibilang muda, pemasaran politik mampu menarik perhatian ilmuwan sosial dan praktisi politik. Sebelumnya, istilah pemasaran yang digunakan dalam dunia bisnis untuk memenangkan persaingan bisnis. Namun, hingga saat ini, proses politik juga tidak ketinggalan pemasaran dengan tujuan menjual ide, platform, dan sebagainya dari seorang kandidat dan partai politik. Persaingan politik yang terbuka membuat masyarakat dihadapkan dengan banyak pilihan politik. Hal ini menuntut politisi mengemas strategi komunikasi politik, arah dan tujuan politiknya secara persuasif agar mampu menarik perhatian masyarakat. Pengemasan pesan politik merupakan salah satu elemen penting dalam melaksanakan kampanye politik. Penelitian ini bertujuan untuk memahami dan mendeskripsikan paparan paper penelitian seperti apa strategi komunikasi dalam pemasaran politik dalam persaingan partai politik di Indonesia.
Co-Authors Dede Djuniardi Harjadi, Dikdik Natika, Annissaa Natika, Luki Rahmantya, Yanneri Elfa Kiswara Salsabila, Khalida Sutrisno, Sutrisno Syarifah, Ane