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All Journal JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Eduvest - Journal of Universal Studies
Rendra Wasnury
Faculty Of Economics And Business, Universitas Riau
Aerospace Engineering Computer Science & IT Economics, Econometrics & Finance Health Professions Neuroscience Social Sciences

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The Impact of Political Marketing Mix on Repeated Voting Decision in Indonesian General Elections: A Case Study of FEB Universitas Riau Students Alvi Furwanti Alwie; Rendra Wasnury; Jushermi Jushermi; Nia Anggraini; Monica Agnes Br Harianja; Dedi Hidayat
Eduvest - Journal of Universal Studies Vol. 3 No. 4 (2023): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v3i4.797

Abstract

Politics is the basic policy of the state administration that is currently and will apply, which is sourced from the values ​​that apply in society to achieve state goals. The purpose of government-run politics is to achieve the welfare of the general public. Elections are a form of political participation as an embodiment of people's sovereignty, because at the time of voting, the people become the most decisive party for the political process in an area by voting directly. This study aims to determine whether the influence of the Political Marketing Mix on the decision to choose repeat voters in General Elections in Indonesia (a case study on FEB students, Universitas Riau). This study applied quantitative research method. The analysis technique used is multiple linear regression with the test equipment using Warp PLS 7.0. The number of samples to be taken as many as 145 respondents with purposive sampling method. The data was collected by distributing online questionnaires. Based on the results of the study, it was found that: 1) Political products have a significant effect on voting decisions. 2) Political Promotion has a significant effect on the Decision to Choose. 3) Political Price has a significant effect on the Decision to Choose. 4) Political distribution has a significant effect on voting decisions
Analysis of the Influence of Media Exposure and Consumer Awareness Level on McDonald's Purchase Decisions During the Boycott Movement in Pekanbaru Pamela Aisya Feliatra; Lailan Tawila Berampu; Rendra Wasnury
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 12 No. 1 (2026): Februari 2026
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v12i1.5604

Abstract

This study aims to analyze the influence of media exposure and consumer awareness on purchasing decisions of McDonald's during the boycott movement in Pekanbaru. A quantitative approach with a survey method was conducted among 146 respondents who had purchased McDonald's products and were aware of the boycott movement. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS. The findings reveal that both media exposure and the boycott movement significantly and positively affect purchasing decisions. Media exposure and boycott movements also significantly influence consumer awareness. Meanwhile, consumer awareness has a negative impact on purchasing decisions and mediates the relationship between media exposure, boycott movements, and purchasing decisions. The model explains 60.7% of the variance in consumer purchasing decisions in Pekanbaru. These results highlight that purchasing decisions are not only influenced by rational factors but also by moral awareness and social solidarity. This study contributes to the literature on ethical consumer behavior and provides practical implications for companies in formulating communication strategies amid boycott issues.
Co-Authors Alvi Furwanti Alwie Berampu, Lailan Tawila Dedi Hidayat Jushermi Jushermi Monica Agnes Br Harianja Nia Anggraini Pamela Aisya Feliatra