Which is the Stronger Influence of Voting Intention: Candidate Credibility or Party Credibility?

被引：0

作者：

Hati, Sri Rahayu Hijrah ^{[1
]}

Gayatri, Gita ^{[1
]}

Lupiyoadi, Rambat ^{[1
]}

Safira, Anya ^{[1
]}

机构：

[1] Univ Indonesia, Fac Econ & Business, Dept Management, Depok, Indonesia

来源：

PROCEEDINGS OF THE INTERNATIONAL CONFERENCE ON BUSINESS AND MANAGEMENT RESEARCH (ICBMR-17) | 2017年 / 36卷

关键词：

Credibility; party; candidate; voting; presidential election; political marketing; CORPORATE CREDIBILITY; VOTER; EXPERTISE; ENDORSER; ATTITUDE; BELIEFS; IMPACT; MODEL; AD;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This research examines the influence of the political party credibility and presidential candidate personal credibility on voting intention in the presidential election setting. The dual credibility model which is taken from the marketing communication fields is tested with structural equation modeling using the online survey data of 422 respondents collected during the Indonesian presidential campaign held in 2014. The results suggest that only candidate credibility which has a significant influence on voting intention both directly and indirectly via attitude toward the candidate brand. In contrast, party credibility has no influenced on voting intention in the direct presidential election setting.

引用

页码：595 / 608

页数：14

共 37 条

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