ANALYSIS OF EFFECT OF BRAND PERSONALITY AND SALES PROMOTION OF BRAND EQUITY AND IMPLICATIONS ON THE DECISION TO CHOOSE CANDIDATES FOR GOVERNOR IN RIAU PROVINCE PERIOD 2013-2018 (Empirical Studies in 2013 from the Perspective of Political Marketing)

Abstract

This study aimed to analyze the influence of brand personality and sales promotion on brand equity and its implications for the decision to choose a candidate for governor of Riau province 2013-2018 period either simultaneously or partially. Furthermore, the method of data collection in this study uses empirical studies from the perspective of Political Marketing. The population and sample of this research is the entire population in Riau Province that has the right to vote (17 years and over or married) at the time of the General Election Riau Province First and Second Round in 2013 which amounted to 380 respondents. The method of taking the sample using Multistage Random Sampling (MRS) using questionnaires and interviews, while for data analysis used path analysis using lisrel software version 16 and SPSS version 19. Results of the study explain that in partial brand persanolity significant effect on sales promotion and brand equity and decision choose, in addition to variable sales promotion is also a significant effect on brand equity and implications for the decision to choose. While brand equity as well as having an effect on the decision simultaneously selecting brand personality, sales promotion and brand equity have a significant influence on the decision to choose a candidate for governor of Riau Province period 2013-2018.

Keywords: Brand Personality, Sales Promotion, Brand Equity, Decision Selecting, and, Political Marketing