The Effect of Candidate Image, Advertising, Program, and Party, toward Candidate Election Decision

Abstract

This study aimed to examine the effect of contestant image, advertising, program, and the party to local elections in the city of Pekanbaru. Data were collected using a questionnaire. After being tested for validity and reliability, the data were analyzed using multiple linear regression. This research found that the four independent variables simultaneously affect the decision to choose the candidates. However, partial test results found that, of the four independent variables, only the image of candidates and programs offered by the candidate have positive and significant impact. The interesting things from this study is that the negative effect of advertising which means that when the candidate improve the advertisement, the lower the community's decision to choose them, yet this negative effect is not significant. Based on the results of this research it can be inferred that when someone wants to nominate themselves to become head of the regions, then they must have good image and proper program that it was trusted by the community as their leader.