The Effect of Political Brand Religious Image and Religious-Secular Divide on Voters Citizenship Behavior (Kesan Pengaruh Jenama Politik Imej Agama dan Pemisahan Agama-Sekular terhadap Kelakuan Kewarganegaraan Pengundi)
Abstract
Considerable evidence shows that religion-secular divide has become an important issue in modern politics which plays a crucial role in voters’ decision-making processes. As more political parties applying marketing concepts and strategies to motivate voters, this study aims to examine the role of political brand religious image (PBRIM) in influencing voters’ citizenship behavior (VCB) and sought to determine whether or not there are any differences between the citizenship behavior of religious and secular voters. This study used social credibility theory to underpin the relationship between variables. The data was collected from 520 voters in Indonesia who participated in the 2014 presidential election. A quota sampling technique and a drop-off and collect survey distribution approach were used in this study. The relationship between PBRIM and VCB (feedback, advocacy, help, and tolerance) was examined using Partial Least Squares Structural Equation Modelling (SmartPLS-SEM). Findings revealed that there is a significant, positive relationship between PBRIM and the dimensions of VCB. Besides that, there was a significant difference between political parties’ religious and secular images with all the four dimensions of voter's citizenship behavior namely, advocacy, helping, feedback and tolerance behavior. Although both secular and religious voters are motivated to citizenship behavior, religious voters showed more inclination towards advocacy, tolerance, and helping behaviors. The findings of this research contributed to the body of knowledge in political marketing research by considering the political parties’ religious image in branding metrics. The revealed relationship will help the political parties to design their election campaign for ensuring voters support.
Keywords: religious-secular divide; political brand religious image; citizenship behavior; voters Indonesia
Abstract
Terdapat banyak bukti yang menunjukkan bahawa penggunaan imej agama-sekular telah menjadi isu penting dalam politik moden yang memainkan peranan penting dalam proses membuat keputusan dalam kalangan pengundi. Oleh kerana lebih banyak parti politik menerapkan konsep dan strategi pemasaran untuk memperoleh sokongan pengundi, kajian ini bertujuan untuk mengkaji peranan jenama politik imej agama (PBRIM) dalam mempengaruhi kelakuan kewarganegaraan pengundi (VCB), dan menentukan sama ada terdapat perbezaan antara kelakuan kewarganegaraan pengundi beragama dan pengundi sekular. Kajian ini menggunakan teori kreadibiliti sosial untuk menyokong hubungan antara pemboleh ubah. Data dikumpulkan dari 520 pengundi di Indonesia yang mengambil bahagian dalam pemilihan presiden 2014. Teknik pensampelan kuota dan pendekatan pengagihan survei drop-off & collect digunakan dalam kajian ini. Hubungan antara PBRIM dan VCB (maklum balas, sokongan, pertolongan, dan toleransi) dianalisis menggunakan pemodelan ‘Partial Least Squares Structural Equation’ (SmartPLS-SEM). Penyelidikan ini menunjukkan bahawa terdapat hubungan positif dan signifikan antara PBRIM dengan dimensi VCB. Selain itu, dapatan kajian menunjukkan bahawa terdapat perbezaan yang signifikan antara penggunaan imej agama dan sekular parti politik dengan keempat-empat dimensi tingkah laku kewarganegaraan pengundi (advokasi, pertolongan, maklum balas dan tingkah laku toleransi). Walaupun kedua-dua pengundi sekular dan agama terdorong untuk tingkah laku kewarganegaraan, pengundi agama menunjukkan kecenderungan lebih banyak terhadap advokasi, toleransi, dan tingkah laku menolong. Hasil kajian ini dapat menyumbang kepada bidang penyelidikan pemasaran politik dengan mempertimbangkan penggunaan imej agama dalam metrik penjenamaan parti politik. Hubungan yang terungkap akan membantu parti politik merancang kempen pilihan raya mereka untuk medapatkan sokongan pengundi.
Kata kunci: pemisahan agama-sekular; politik imej agama; kelakuan kewarganegaraan; pengundi, Indonesia
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