First International Conference on Economics and Banking (ICEB-15)

The Effect of Candidate Image, Advertising,

Program, and Party, toward Candidate Election
Decision
Julinaa, 1, Diana Eraviab, 2, Qomariah Lc, 3
a
UIN SUSKA Riau, Jl. HR. Soebrantas No. 155, Pekanbaru 28293, Indonesia
1
julina@uin-suska.ac.id, 2diana.eravia@uin-suska.ac.id, 3qomarial.l@uin-suska.ac.id

Abstract-This study aimed to examine the effect of contestant Governor election in Pekanbaru, public participation is lower
image, advertising, program, and the party to local elections in the that the entire amount of eligible and registered to vote. There
city of Pekanbaru. Data were collected using a questionnaire. was 272.568 people, or 46.40% of the people in Pekanbaru not
After being tested for validity and reliability, the data were vote in the election of Governor and Deputy Governor of Riau
analyzed using multiple linear regression. This research found
in the first round, while in the second round, public
that the four independent variables simultaneously affect the
decision to choose the candidates. However, partial test results participation has declined as many as 314.945 or 53.61%
found that, of the four independent variables, only the image of voters did not use their right. We can conclude that the level of
candidates and programs offered by the candidate have positive community participation in the city of Pekanbaru against the
and significant impact. The interesting things from this study is election of governor and deputy governor of Riau in 2013 is
that the negative effect of advertising which means that when the still lower or more than 50% of people do not choose. Many
candidate improve the advertisement, the lower the community's factors affect the level of community participation in choosing
decision to choose them, yet this negative effect is not significant. the head of the region, especially the governor and deputy
Based on the results of this research it can be inferred that when governor of Riau. From social/cultural factors, economic,
someone wants to nominate themselves to become head of the
psychology to political factors. Several reasons given by the
regions, then they must have good image and proper program
that it was trusted by the community as their leader. communities who did not participate are they tends to not care
Keywords: Candidate Image, Advertising, Program, Party, about the agenda of the election is being held. Other reasons
Election Decision for not interested is in the figures candidate for governor. In
addition, what the people thought at the candidates for
Introduction governor is still pragmatis and does not provide a solution.
Elections are an important institution in the life of a There is also for political reasons, namely because the
democratic country. The process of democratization in candidates for governor are not carried by the party to be
Indonesia entered a new phase with the enactment of Law No. chosen.
32 of 2004 on Regional Government. The law is become a Since the era of reform and then followed by direct
legal basic for running the election which set the mechanism election system both for presidential and regional head, there is
for local government election directly by the communities. a phenomenon of political marketing. Political marketing is a
This is a big leap in the running of democratization in logical result of the opening of a democratic political system,
Indonesia. The involvement of the people in choosing their where voters are free to make choices. Therefore, the
leaders is an indicator of the running process of promotion and dissemination of selected candidates will be
democratization. The election of Governor and Deputy equal to the product that will be used. Here the image and
Governor of Riau Province is a manifestation of democracy. quality built by candidate becomes a major factor. The ability
All the people of Riau have the right to choose their own to build an interactive dialogue by hearing more what
leaders directly. The general election of Governor and Deputy community wants is also important. If the candidate
Governor of Riau Province has been implemented through two successfully builds an atmosphere of continuous dialogue, then
rounds. The first round of the election of Governor and Deputy the candidate will be able to capture market opportunities from
Governor is followed by five pairs of candidates. potential voters into effective voters.
From the first round election, there was no candidate In addition to building a positive image, the role of
who reach the majority, then in the second round election, only communication through advertising is one way which is also
two highest number pairs of candidates can be choosen by widely used by the candidates, both in electronic and print
voters. Based on the data obtained from the Provincial Election media, such as advertising on several local and national
Commission Riau in the first round of Governor and Deputy television station, make billboards, banners and handing out

© 2015. The authors - Published by Atlantis Press 65

flyers. In Indonesia, political advertising is used by politicians “product offering” more effectively (Farkade, 2014). Political
in local elections and presidential elections. Moreover, the marketing is about political organizations (political parties,
presidential election system, governors and mayors/regents interest groups and local councils) adapting business-marketing
directly requires a person to be known public before people concepts and techniques to help them achieve their goals,
make choices. Political advertising is considered able to reach conducting market intelligence to identify citizen concerns,
a wider number of potential voters. change their behavior to meet those demands and communicate
Other than the candidate's image, advertising, and their “product offering” more effectively (Khatib, 2012).
program or platform, the party from which the candidate comes According to Newman (2002) political marketing,
also influence people to make choices. According to O’Cass practically, uses many concepts and terms which have been
(2001), understanding connections between political parties, employed by profit and non-profit organizations in their
the electorate (individual voters) and society at large is vitally exchange transactions and relationships in marketing of goods,
important for effective and efficient use of marketing in services and ideas to their relevant customers, clients and
politics and also for improvement in the delivery of the stakeholders. Marketing influences contemporary politics
political offering to society. Based on the background describe, substantially, and the same approaches used by profit-oriented
the purpose of this study is to find out the effect of candidate business organizations to market their goods and services are
image, advertising, program, and party toward the decision to also being used for the marketing of political candidates,
choose the regional head in Pekanbaru. policies, programs and ideologies. Contemporary politicians
employ marketing concepts and strategies in order to win
LITERATURE REVIEW elections and achieve effectiveness as political actors.
Political Marketing The development of political marketing is so fast in
Political marketing in science is still being debated. As Indonesia. It is possible because there are several contributing
an academic subject, the development of political of marketing factors, including:
starts from the United States. The process of political 1. The multi-party system that allows anyone can set up a
campaigning has existed for a long-time. According to Wring political party and consequently led to a sharp
(1999) cited in Osuagwu (2008), the marketing discipline competition between political parties.
occupied political campaigning during the latter part of the 2. Voters are free to choose compared to previous elections
twentieth century. In Indonesia political marketing practice is so that the conditions for the application of political
started from the enactment of Law No. 32 of 2004 on Local marketing are met.
Government and Government Regulation No.6 of 2005 on the 3. The parties are free to determine the platform and the
direct local elections. Based on that constitution it comes the identity of the organization
opportunity for each pair of candidates for president and vice 4. Election is an important historical moment in the course
president, governors, regents and mayors to promote of the nation so that interested parties, especially the
themselves to be elected. Changes in the structure of the political elite will strive to take part
mechanism of the local elections brought a great impact on the 5. The direct system of electing members of the house of
development of the study of political marketing, especially the representatives, and presidential, governors, regents and
behavior of voters in Indonesia. In order to win an election, a mayors (Nursal, 2004)
pair candidates and parties are required to determine the target In European countries we see the British Conservative
voters. Party before the 1980s are already utilizing the services of an
Political marketing can be conceptualized as the advertising agency Saatchi to stand for election. The result they
application of marketing concepts, principles and approaches managed to deliver Margaret Thatcher as a prime minister in
in political issues by persons, groups, organizations and 1979. The victory of female president of Ireland, Mary
nations. The approaches associated with political marketing Robinson is also inseparable from political marketing
include the analysis, planning, implementation, evaluation and techniques commonly applied in the business world.
control of political activities by persons, groups, political Meanwhile, in Germany, the Green Party and the PSD also use
parties, governments and lobbyists, among others. The major marketing management techniques to subvert Helmut Kohl.
purposes in political marketing include driving public
perspectives and opinions, advancing political ideologies, Candidate Image
winning political contests and elections, and passing legislation
and forms of referenda pertaining to the needs, wants and A critical part of campaign strategy is the image of the
desires of target market segments (Newman, 1999 as cited in candidate. Sometimes voters are ambivalent about issues in
Osuagwu 2008). Another definition stated that political campaigns whether they want to hear a serious discussion
marketing is political organizations which adapting concepts about an issues or they just want to hear the slogan. Karnoven
and techniques in business-marketing to assisted them in (1999) points out political decision can be understood from the
achieving their goals. Its include conducting market point of view of the identities: voters choose the alternative
intelligence to recognize citizen concerns, modifying their with whom he or she can identify with. The candidate’s and his
behavior to meet those demands, and communicating their

66
or her campaign objectives are to define those identity factors Advertising
that could encourage the voters (Juholin, 2001).
Candidate quality is broadly considered to be a The marketing approach is not without problems. When
significant variable in electoral competition. It will influence the political system is more and more driven by marketing with
the decisions of politicians to run for office, campaign an emphasis on image over substance, on personality over
fundraising and advertising, voter behavior, election outcomes, issues, on sound bites over meaningful dialogue, one can ask
and, in the end policy outcomes. Quality differences among whether this serves the ideal of democracy. Politics have
candidates can arise from many reasons, including charisma, become entertainment and it also poses new challenges for
experience in leadership, incumbency, advertising, scandal, communication practitioners. A growing concerns toward
and other non policy dimensions (Aragones and Palfrey, 2004). professional image building has been seen in Finland too, and
Besley, Pande, and Rao (2005), said that one of measurement some journalist have announced a figth againts the image
of candidate quality is his/her educational accomplishment. builders and their methods. Several researchers have warned
There is evidence that leaders’ level of education has a positive that viewing the voters as a consumer dilutes the real purpose
effect on governance outcomes. A research by Beath et al of the electoral process: it does not allow a candidate to create
(2014) found that in villages with more educated council a vision for the country but simply means that the candidate
members, projects were more likely to start earlier and to be says and does whatever is necessary to get elected. This may
completed faster. be a threat to democracy. Although most successful campaigns
The concept of positioning has a central place in have been carried out by market-driven concepts most
political marketing analysis. After segmenting and choosing candidates still insist on saying they do not accept either any
targets, the candidate has to position himself in the methods of image building or the services of communication
marketplace. Positioning is multi-stage process that begins professionals. This makes an open discussion more and more
with the candidate assessing both his own and his opponents’ difficult.
strengths and weaknesses (Newman, 1999). Political parties, Campaign is defined as a systematic effort to gain
candidates and governments around the world attempt to create political goals using communicational and different
and recreate their policies, images and service offerings organisational operations (Morning and Himmelstein, 1993). In
constantly with limited degrees of success. Positioning is the campaign activities, a number of channels are used to achieve
vehicle, which allows the candidate to convey his image to an informational and persuasive purposes with a chosen public
voters in the best light possible. In order to increase their own (McQuail, 1990). The major purpose of campaign is to win the
support, political strategists typically use policies, issues, election. It tends to have specific aims and a limited time-span.
ideology and reasoned argument, as well as style of According to Aberg (1989) the effectiveness of a campaign can
presentation, to attempt to win the battle for the minds of the be assessed by comparing the objectives (Juholin, 2001).
voters. Positioning is concerned with several aspects: the
internal capabilities of the party/candidate must be assessed; Program
this must be brought into coordination with the external
opportunities of possible target segments; and, eventually, The message of the campaign contains the ideas that the
positioning defines exactly where the party/candidate stands in candidate wants to share with the voters. It is to get those who
the political competition in relationship to other offers by agree with their ideas to support them when running for a
deciding on the target strategy and subsequently the political position. The message often consists of several talking
positioning strategy (Bradshaw, 1995; Mauser, 1983; points about policy issues. The points summarize the main
O’Shaughnessy, 2002). The image is crafted through the media ideas of the campaign and are repeated frequently in order to
by emphasizing certain personality traits of the candidate, as create a lasting impression with the voters. To win the election,
well as stressing various issues (Newman, 999). Candidates candidates usually deliver a range of programs that became the
should exploit all available opportunities to position mainstay while campaigning. Political programs suggested by
themselves in the mind of voters. Using market-orientation parties/candidates should focus on main and important issues
approach and marketing research should be helpful candidates based upon voters opinions, modified to cope with
should try their best to build good image in the minds of voters. environmental changes and more importantly should be
It is found that Jordanian voters believe that image is a key targeted to satisfy voters needs and wants. Candidates should
factor in achieving successful political marketing. Candidates revise their product strategy based on customer orientation, and
should build image of high credibility so that people can position them in such a way that their offerings can be easily
believe in their promises (Khatib, 2012). The acceptance or differentiated from those of their competing parties/candidates.
rejection of a political candidate is an emotional decision that For example, one pair of candidates in Riau carries
is driven primarily by the image of a leader. Technically several programs related to development in various fields. The
speaking, the image of a politician is made up of the subjective distribution of funds from the Budget of Riau for each
understanding a citizen has of the person and his surroundings county/city of Rp. 200 billion per year and is used to build
(Newman 1999). roads and bridges and other infrastructure. Education by
allocating funds according to the constitutional mandate of 20

67
percent of the budget Riau to develop education as the and voting for the party most in tune with individual policy
construction of school buildings and considering the welfare of preferences (Himmelweit et al., 1985; Harrop, 1986).
teachers to be earnest in teaching. In the field of health by However, the overall picture is not simply one of a shift from
improving the health centers facilities, built a new health center party image to issue-based explanations of voter choice
and health center for inpatient created by having a minimum of because the situation has been complicated by another factor
four spaces. Building a livable house each village in Riau six that of leader image, which forms the third constituent in the
units per village consists of type 36 with a budgeted price of political product mix (Khatib, 2012).
Rp75 million per unit devoted to the poor. Development of Party colors, designs, slogan copy and symbols provide an
tourism, electricity and clean water that will invite investors additional dimension to the overall communications mix. Lees-
both at home and abroad to synergize to create new jobs in Marshment (2008) appealed that being “market oriented,”
Riau. means designing behavior to provide voter satisfaction and
The appearance of religious issues in various elections achieve its goals. Party uses market intelligence to identify
is something natural and could not be denied. Religion is the voter demands, then designs its product to suit them. It does
heart of the campaign, especially in Indonesia. Historically not attempt to change what people think, but to deliver what
Islam has been present in Indonesia since a dozen centuries they need and want. A market-oriented party will not simply
ago. Then, the majority (87 percent) of the Indonesian offer voters what they want, because it needs to ensure that it
population is Muslim. Religion could not be abandoned can deliver the product on offer. Failure means dissatisfied
because of historical reasons and magnitude followers. In the voters, facing risk of losing electoral support in the long term.
US, President George W. Bush has well developed and Marshment’s previous study explained that a party would
consistent religious strategy. He pursues a comprehensive engage in the following four main activities:
approach to mobilizing religious traditionalist and he presented 1. Use of market intelligence: (called information in Ormrod’s
himself as part of the conservative religious community, using model) parties have to invest great efforts discovering the
religious rhetoric and themes to an extent arguably needs, wants, behavior and demands of the voters who it
unparalleled for any modern president. Bush and his rival seeks support, concentrating mainly on party-voter
Kerry, have different constituencies. Bush draws on communication. This can use formal/informal,
Evangelicals and other religious traditionalist from Mainline quantitative/qualitative, primary/secondary research
Protestant and Catholic communities while Kerry draws on methods, in addition to professionals with marketing and
secular voters, religious minorities, and modernist from political expertise conducting necessary searches and polls.
Mainline and Chatolic churches. The religious groups in each 2. Adaptation of behavior: the party would then adapt its
coalition held distinctive views on national priorities, on the behavior by designing its “product” according to the
role that religion should play in politics, and on salient issues findings from its market intelligence, including in addition
such as the Iraq War, abortion, same-sex marriage, and tax cuts to slogans and posters all aspects of its behavior, at all
(Guth, Kellstedt, Smidt, and Green, 2006). times and levels of the party. It has to consider opposites’
strengths and weaknesses, and try to differentiate its
Party product. Differentiation will automatically occur as the
In politics, the equivalent form of organization is the party adjusts its behavior to suit its internal support, given
party at grassroots level. Parties can organize their membership the different historical and ideological backgrounds of
and machinery on a regional and local basis. The executives of major parties.
these bureaucracies help coordinate and supply volunteer labor 3. Organizational implementation: the party will then ensure
and strategic inputs during election campaigns. In addition, this that the new product design is implemented at all levels of
network also liaises with the national apparatus in order to the party. The greater the degree of change in behavior
devise and coordinate regional events and tours by the party required, the harder the task for the leadership to attract
leadership. The ideology of a party, however, can hardly be support for such change. The party leadership will be aware
viewed as an intrinsic feature of the party itself, since it would of the potential problems and either take measure to avoid it
generally depend on the preferences of its members. At the or be ready to respond to such problems. It will also work
same time, individuals choose to join a party taking into to ensure that those within the party, particularly most
account its stand on issues. It, therefore, seems that one should senior figures, accept the new product design.
consider party membership and party ideology simultaneously 4. Conveyance of new behavior: the party will now engage in
(Gomberg, et al. 2004). communicating its new behavior – or new product design –
While the notion of party image is built around factors such as in a positive way to voters. This would include
the organization’s record in office, recent history and unity of communication in its most general sense and thus begin as
purpose (Harrop and Shaw, 1990), the substance underpinning soon in advance of the election as possible. The party using
the concept is more likely contained within the policy platform marketing would attempt to display behavior in line with
on which an election manifesto is based. In the last 30 years the new product design at all levels and at all times.
research has begun to place greater emphasis on the rational
choice notion of the elector as a consumer evaluating the issues

68
Candidate Election Decision companies surveyed the support of the candidates and reported
the result approximately once a week. The information about
Lees-Marshment and Roberts (2005) claimed that the support changes was vastly cited by other media all over
political marketing is a key hot topic in academic study and the country. When the media dealt with the election they used
political practice around the world. Increasingly voters are to refer to the topic poll situation. By and by it become reguler
referred to as consumers; political systems as markets; policies that the candidates got attributes like “the quuen of the polls”
as a product and there is continual talk of achievable pledges or “the king of the polls as well as the “very last” candidates.
and the need to deliver in government. They referred the causes Suhonen (2000) concludes that the polls conducted voters to
to the belief that it could be the key to electoral success in a tactical election in the first round that made the voters capable
very volatile and unpredictable market. of making their decision rationally and in that way influencing
According to Juholin (2001) the relevan elements of the the final result.
political campaign are: the internal factors of campaign which Newman (1994) developed a framework that describes
include the candidate, the organisation, campaign strategy and the 4P political marketing strategies that can be used. The
resources, as well as the external factors such as the line up of images can be seen in Figure 1.
candidates, their organisations and competitiveness, the media
coverage and the opinion polls. In Finland, three main media

Figure 1
Marketing Strategy: The 4Ps

Method head of the region, then the data were analyzed using multiple
linear regression.
Data were collected using a questionnaire containing
statements with five response options ranging between strongly Result and Discussion
agree to strongly disagree. The data collection techniques used The results of multiple linear regression as describe in
is accidental sampling. Based on the data collected, only 87 are Table 1 found that four independent variables simultaneously
filled out completely for further analysis. Validity and influence the decision to choose. To determine whether the
reliability of test results showed that the data collected is valid four independent variables simultaneously influence the
and reliable. To examine the influence of a candidate's image, dependent variable, it can be seen from the F values listed in
advertising, programs, and party to the decision to choose the Table 1.

Table 1
ANOVA
Model Sum of Squares df Mean Square F Sig.
1 Regression 1981,508 4 495,377 28,139 ,000a
Residual 1443,595 82 17,605
Total 3425,103 86

69
 ANOVA
Model Sum of Squares df Mean Square F Sig.
1 Regression 1981,508 4 495,377 28,139 ,000a
Residual 1443,595 82 17,605
Total 3425,103 86
a. Predictors: (Constant), Party, Program, Advertising, Candidate Image
b. Dependent Variable: Election Decision

In addition to simultaneously testing, partially. The next Table 2 presents the results of the
regression analysis can also see the influence of the partial regression test.
independent variable on the dependent variable

Table 2
Coefficients
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 1,479 2,464 ,600 ,550
Candidate Image ,288 ,128 ,300 2,251 ,027
Advertising -,041 ,082 -,046 -,497 ,620
Program ,411 ,114 ,461 3,596 ,001
Party ,094 ,084 ,104 1,120 ,266
a. Dependent Variable: Election Decision

Of the four independent variables, the variables that ignored or insufficiently different. Varying both message and
contributed most to the election decision is the program. method within the same election allows us to identify the
Conventional wisdom and the huge amount of money spent by mechanism behind the effectiveness of campaigning, an
political campaigns in the United States hold that multiple activity which relates to the more general question of whether
targeted messages influence voter turnout and voter vote any advertising is primarily informative or signaling.
choice. Messages are keys to political campaigns (Johnson- The next variables that most influence voters decision
Cartee & Copeland, 1997). They are used to articulate the making is the image of the candidate. One of the basic tasks of
positions and highlight issues surrounding one candidate or any political organization is how to create a positive image for
issue compared directly or indirectly to another candidate or its political candidate, and attempt to convert it into the minds
issue. It is through messages that campaigns communicate the of the public. The higher the positive image of the party and its
virtues of their candidate or issue and the vices of their candidate, the more success and positive attitudes by the public
opponents. (Whitman, 2009). There is mounting evidence that will be gained. According to (Alsamydai, 2000), this view can
election campaigns matter. They affect individuals’ opinions be achieved through creating the image for the political
about parties, candidates and issues, the determinants of their candidate within his own party; and creating the candidate's
voting decisions, and their vote intentions (Fournier, et al. image among the public voters (Alsamydai & Khasawneh,
2003) 2013). Running through the bulk of major recent research
Contrary to this study, research by Barton, et al (2011) relating various components of voting decisions to electoral
found that voters are most persuaded by personal contact (the behavior, then, has been a view that "candidate images" (or,
delivery method), rather than the content of the message. The more accurately, voters' images of candidates) are powerful
evidence from mass media campaigning would suggest that the short-term forces in the electorate's decision-making (Dan
message itself is not the key to persuasion, however, these Nimmo, 1975).
results cannot rule out that the content of the messages was

70
 Furthermore, this study found that the party variable The interesting finding in this study is negatif influence
does not significantly affect the voters’ decision. Political of advertising toward voters decision making. In general,
parties and candidates are key stakeholders in the election advertising make voters have deep understanding on the
cycle. Candidates standing for office are affiliated with candidate. Participants reported learning more about Bush's
political parties which both define a candidate’s ideology and image and more about Kerry's issues through the ads. Exposure
policy position while reflecting a list of issues with which the to ads did not produce increased cynicism among the
electorate can identify based upon a political party platform as participants but significantly increased political information
mirrored in the candidate’s election promises to the public. efficacy (Kaid et al, 2007). In a study the impact of political
Research by Khatib (2012) found that Jordanians do not advertising conducted in UK, they try to analize different kind
believe that their parties make great effort in understanding of advertising. The result state that there were a series of
their wants before designing their political campaigns. They do ‘partial’ exposure effects confined to particular sub-groups
not believe that parties’ objectives tend to discuss their main of voters. For example, for nonpartisan voters, ‘attack’
actual issues. And that parties’ programs are developed based advertising appears to have been less effective than
on Jordanian opinions and wants. Jordanians do not believe ‘advocacy’ advertising.
also that parties’ programs are modified to cope with changes Further, to determine the contribution of all the
in their wants, and that these programs satisfy their needs and independent variables, we can look at in the adjusted R-square
wants. Rather than developing their programs and products value. Based on Model Summary in Table 3, it can be
depending on voters’ wants and needs; politicians propose their concluded that the four independent variables affect the
own products and try to convince voters that they are right. dependent variable as much as 55.8%, while the rest is
Also, when contacting respondents personally to respond to influenced by other variables not examined in this study.
questionnaires, respondents often commented that they usually
do not understand politicians’ programs, which appear after to
be unfulfilled.

Table 3
Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
a
1 ,761 ,579 ,558 4,19581
a. Predictors: (Constant), Party, Program, Advertising, Candidate Image

Conclusion expected to increase the number of samples to obtain the

results that can be generalized
Direct elections system that are currently performed
create the need for increased political marketing. various References
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