PENGARUH PRODUK POLITIK, PROMOSI POLITIK, DAN CITRA KANDIDAT TERHADAP KEPUTUSAN PEMILIHAN KEPALA DAERAH KOTA PARIAMAN DENGAN KEPERCAYAAN KONSTITUEN SEBAGAI VARIABEL INTERVENING

Abstract

The study’s aim was to examine the intervening effect of constituent trust on the
relationship between political product, promotion, and candidate image and selection
decision of The Major and Deputy Major in Pariaman City. The research population
is all constituents who used voting rights in the Period of 2013, and the number of
sample was 100 constituents by using quota sampling.. In order to test hypotheses,
this study performs mutiple, simple and hierarchical regression analyses. The results
of study displayed that a) Political promotion and candidate image significantly
influence selection decision of The Major and Deputy Major, while political product
did not effect selection decision of The Major and Deputy Major. b) Political
promotion and candidate image significantly constituent trust, while political product
did not affect constituent trust. c) Constituent trust found to have significantly
influence on selection decision of The Major and Deputy Major. d) Constituent trust
plays as intervening variable on the relationship between political promotion,
candidate image and selection decision of The Major and Deputy Major. The
research findings provide practical contribution especially for candidates to consider
constituents trust and enhancing both politicical promotion and candidate image.
Keywords: Political Product, Political promotion, Image, Trust, and Buying
Decision