FOR A BETTER COUNTRY? YOUNG VOTER’S INTENTION TO VOTE FOR A CANDIDATE: A STUDY OF YOUTH IN INDONESIA

Abstract

This paper seeks to identify the focus areas for marketing strategies to encourage young voters.
The paper utilizes quantitative approach research on factors influencing a young voter’s
commitment to vote. A survey was employed as a data collection method; whereas the data
analysis was conducted using Partial Least Square method. The findings show that it is crucial
to politically engage young voters so that they will be more confident that they make the right
voting decision and hence will have higher commitment to vote. The number of respondents is
relatively small and can be increased to improve the accuracy of the findings. The paper seeks
to help political marketers and government to tailor their strategies to increase the number of
young voters’ participation. The paper presents a new perspective incorporating different
factors that may have influence on young adult voters’ decision-making in a developing
country that can be leveraged by political marketers.