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Jurnal Ilmu Komunikasi: Segmentation Of Political participation Based On Political Marketing

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The purpose of this study is to analyze the segmentation of political participation based on political marketing. Political participation is an activity that involves the role of the community, both directly and indirectly, aimed at influencing government policies for the public interest. To be able to encourage participation, political marketing is needed. Currently, political marketing is not only used for business, but also for all fields, one of which is politics. Various candidates or political actors use various forms of political marketing to increase public participation. However, the resulting level of political participation is not uniform. Differences in political marketing strategies received by the public give rise to diverse responses, forming different political participation segmentations. The research method used is quantitative by distributing questionnaires to respondents. The population in this study is the community registered in the 2024 permanent election. The sample collection technique uses non-probability sampling with a convenience approach. The sample used in this study was 384 respondents. The data obtained were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Finite Mixture Partial Least Squares (FIMIX-PLS) approaches. The results of this study indicate that marketing communication, advertising, and visibility influenced online participation by 41.4%, but this influence was still limited and failed to significantly increase offline political participation by only 0.7%. The segments were divided into three, with Segment 1 being the largest (41.8%), Segment 2 (40.7%), and Segment 3 (17.5%).

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2586 NAZ s 2026

Penerbit

Bogor : Fisib Unpak., 2026

Deskripsi Fisik

67p.; 28 cm

Bahasa

English

ISBN/ISSN

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Klasifikasi

2586 NAZ s 2026

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

8 April 2026

Subjek

skripsi mankom
Jurnal ilmu komunikasi
political marketing
skripsi komsartal
political participation
segmentation

Info Detail Spesifik

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Pernyataan Tanggungjawab

Dr. Dwi Rini Sovia Firdaus, M.Comn./Roni Jayawinangun, M.Si./Dr. David Rizar Nugroho, M.Si./Ismail Taufik Rusfien, M.Si.

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