Pengaruh Social Media Marketing dan Religiosity Terhadap Voting Intention Dengan Citra kandidat Sebagai Variabel Mediasi
Keywords:
Social Media Marketing, Religiosity, Citra kandidat, Voting intentionAbstract
Penelitian ini bertujuan untuk mengidentifikasi pengaruh social media marketing, religiosity terhadap voting intention. Penelitian ini juga menginvestigasikan peran variabel citra kandidat sebagai medisi antara social media marketing, religiosity dan voting intention. Tujuh hipotesis dikembangkan dan diuji dengan pendekatan kuantitatif. Teori yang digunakan dalam penelitian ini adalah theory of reasoned action. Data penelitian adalah data primer yang dikumpulkan dengan menggunakan angket atau kuesioner metode purposive sampling. Metode pengolahan data mengaplikasikan Model Persamaan Struktural (structural equation model) dengan menggunakan software Smart-Partial Least Square (PLS) 3.0. Jumlah sampel akhir sebanyak 155 responden.. Selain itu, hasil penelitian juga menunjukan bahwa empat pengaruh langsung juga signifikan yaitu (i) religiosity dan citra kandidat. (ii) citra kandidat.dan voting intention (iii) citra kandidat memediasi hubungan antara pengaruh religiosity dan voting intention. Dan tiga pengaruh langsung tidak signifikan yaitu pengaruh social media marketing dan religiosity terhadap voting intention, social media marketing terhadap citra kandidat. Dan satu pengaruh tidak langsung tidak singnifikan yaitu citra kandidat memediasi hubungan antara pengaruh social media marketing dan voting intention.References
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