Product and communication analysis of constituent loyalty of indonesian democracy party (PDIP) in central Java, Indonesia

Abstract

The use of marketing methods in politics is known as political marketing. In marketing politics, the emphasis is the use of approach and method of marketing mix that is called 4P that is product, price, distribution (place), and promotion used to help politicians and political parties to be more efficient and effective in building two-way relationships with constituents and communities. This study aims to determine the effect simultaneously and partially the product variable (policy, figure, structure and symbolic context) and Communication variables (advertising, direct marketing, special event, person contact, public relations, merchandise, political post) to the Loyalty of PDI Constituents Struggle and know the dominant influential variable to Loyalty of PDIP as a Political Party constituency in Central Java.The type of research used in this study is explanatory research to examine the effect of independent variables of product and communication (x) on the dependent variable that is customer loyalty (y). The research instrument used is questionnaire. While the sampling using random sampling technique to PDIP constituent consisting of structural and organization of PDIP. The data analysis tools used in this research are validity test, reliability test, multiple regression test, classical assumption test which includes multicollinearity test, heteroscedasticity test, normality test, correlation coefficient, dertermination coefficient and hypothesis testing covering F test and t test.The results of the research indicate that the Product affects Loyalty with correlation coefficient value of 0.487. The amount of influence of the Product on the formation of Loyalty is 23, 7%, change of constituent loyalty for each increase of one unit of Product is equal to 0,584. Komunikas affects Loyalty with the value of correlation coefficient of 0.495, the magnitude of the effect of Communication on the formation of Loyalty is 24, 5%. The change of loyalty for each increase of one Communication unit is 0,622.