Asep Ferry Bastian Pengarang

he purpose of this study is to find out and analyze the effect of political marketing mix on voting decision, mediated by positioning, in the election of the Governor and Deputy Governor of Banten 2017. The population of this study were residents of Tangerang City, South Tangerang City and Tangerang Regency who had voting rights and were included in permanent voter list. The research sample taken in this reasearch was 349 people using multi-stage cluster sampling technique. This research used SEM (Structural Equation Modeling) analysis, and the software used was WarpPLS 6.0. The results showed that: political marketing mix had a positive and significant effect on voting decisions; political marketing mix had a positive and significant effect on positioning; positioning had a positive and significant effect on voting decision; and political marketing mix had a positive and significant effect on voting decision, mediated by positioning.