{"id":"https://openalex.org/W7216498945","doi":"https://doi.org/10.22437/jmk.v12i04.24468","title":"PENGARUH PUSH, PULL, DAN PASS MARKETING TERHADAP KEPUTUSAN MEMILIH PADA PEMILIHAN GUBERNUR JAMBI TAHUN 2020","display_name":"PENGARUH PUSH, PULL, DAN PASS MARKETING TERHADAP KEPUTUSAN MEMILIH PADA PEMILIHAN GUBERNUR JAMBI TAHUN 2020","publication_year":2023,"publication_date":"2023-12-05","ids":{"openalex":"https://openalex.org/W7216498945","doi":"https://doi.org/10.22437/jmk.v12i04.24468"},"language":"en","primary_location":{"id":"pmh:oai:online-journal.unja.ac.id:article/24468","doi":"https://doi.org/10.22437/jmk.v12i04.24468","is_oa":true,"landing_page_url":"https://online-journal.unja.ac.id/index/article/view/24468","pdf_url":null,"source":{"id":"https://openalex.org/S4210209248","display_name":"Jurnal Manajemen Terapan dan Keuangan","issn_l":"2252-8636","issn":["2252-8636","2685-9424"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310314958","host_organization_name":"Jambi University","host_organization_lineage":["https://openalex.org/P4310314958"],"host_organization_lineage_names":["Jambi University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2252-8636","raw_type":"info:eu-repo/semantics/article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://online-journal.unja.ac.id/index/article/view/24468","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5154863782","display_name":"Muawin Muawin","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Muawin, Muawin","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5085250009","display_name":"Musnaini Musnaini","orcid":"https://orcid.org/0000-0002-6481-1502","observed_orcids":["https://orcid.org/0000-0002-6481-1502"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Musnaini, Musnaini","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13476","display_name":"Indonesian Election Politics and Participation","score":0.9922000169754028,"subfield":{"id":"https://openalex.org/subfields/3320","display_name":"Political Science and International Relations"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13476","display_name":"Indonesian Election Politics and Participation","score":0.9922000169754028,"subfield":{"id":"https://openalex.org/subfields/3320","display_name":"Political Science and International Relations"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10108","display_name":"Electoral Systems and Political Participation","score":0.00419999985024333,"subfield":{"id":"https://openalex.org/subfields/3320","display_name":"Political Science and International Relations"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.0031999999191612005,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/push-marketing","display_name":"push marketing","score":0.8370000123977661},{"id":"https://openalex.org/keywords/pull-marketing","display_name":"pull marketing","score":1.0},{"id":"https://openalex.org/keywords/political-marketing","display_name":"political marketing","score":0.9710000157356262},{"id":"https://openalex.org/keywords/voting-decisions","display_name":"voting decisions","score":0.7149999737739563},{"id":"https://openalex.org/keywords/gubernatorial-elections","display_name":"gubernatorial elections","score":0.9150000214576721},{"id":"https://openalex.org/keywords/voting-behavior","display_name":"voting behavior","score":0.4970000088214874},{"id":"https://openalex.org/keywords/electoral-strategy","display_name":"electoral strategy","score":0.4449999928474426},{"id":"https://openalex.org/keywords/political-campaigns","display_name":"political campaigns","score":0.36800000071525574},{"id":"https://openalex.org/keywords/jambi","display_name":"Jambi","score":0.4699999988079071}],"concepts":[{"id":"https://openalex.org/C178550888","wikidata":"https://www.wikidata.org/wiki/Q2043282","display_name":"Business administration","level":1,"score":0.5504999756813049},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.45239999890327454},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.44850000739097595},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.3237000107765198},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.3199999928474426},{"id":"https://openalex.org/C2992496598","wikidata":"https://www.wikidata.org/wiki/Q2350449","display_name":"Marketing communication","level":2,"score":0.3005000054836273},{"id":"https://openalex.org/C182365436","wikidata":"https://www.wikidata.org/wiki/Q50701","display_name":"Variable (mathematics)","level":2,"score":0.29409998655319214},{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.26179999113082886},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.25859999656677246},{"id":"https://openalex.org/C27574286","wikidata":"https://www.wikidata.org/wiki/Q320723","display_name":"Variables","level":2,"score":0.2524000108242035}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:online-journal.unja.ac.id:article/24468","doi":"https://doi.org/10.22437/jmk.v12i04.24468","is_oa":true,"landing_page_url":"https://online-journal.unja.ac.id/index/article/view/24468","pdf_url":null,"source":{"id":"https://openalex.org/S4210209248","display_name":"Jurnal Manajemen Terapan dan Keuangan","issn_l":"2252-8636","issn":["2252-8636","2685-9424"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310314958","host_organization_name":"Jambi University","host_organization_lineage":["https://openalex.org/P4310314958"],"host_organization_lineage_names":["Jambi University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2252-8636","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"pmh:oai:online-journal.unja.ac.id:article/24468","doi":"https://doi.org/10.22437/jmk.v12i04.24468","is_oa":true,"landing_page_url":"https://online-journal.unja.ac.id/index/article/view/24468","pdf_url":null,"source":{"id":"https://openalex.org/S4210209248","display_name":"Jurnal Manajemen Terapan dan Keuangan","issn_l":"2252-8636","issn":["2252-8636","2685-9424"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310314958","host_organization_name":"Jambi University","host_organization_lineage":["https://openalex.org/P4310314958"],"host_organization_lineage_names":["Jambi University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2252-8636","raw_type":"info:eu-repo/semantics/article"},"sustainable_development_goals":[],"study_designs":[{"id":"https://openalex.org/study-designs/observational-study","display_name":"Observational Study"}],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W2953670238","https://openalex.org/W4412688892","https://openalex.org/W3160994366","https://openalex.org/W7023690111","https://openalex.org/W4401708055","https://openalex.org/W3017446090","https://openalex.org/W4320731924","https://openalex.org/W4409844829","https://openalex.org/W3020134329","https://openalex.org/W3039486051"],"abstract_inverted_index":{"Persaingan":[0],"para":[1],"kontestan":[2],"dalam":[3,31],"meraih":[4],"kemenangan":[5],"pada":[6,65,186,227,282],"Pemilihan":[7],"Gubernur":[8,91],"Jambi":[9,67,92],"tahun":[10,68],"2020":[11,69],"adalah":[12],"dengan":[13,100],"menjalankan":[14],"strategi":[15,20,27,94],"marketing":[16,21,28,95,111,139,150,178,191,219,261,264,268],"politik.":[17],"Pertanyannya,":[18],"bagaimana":[19],"politik":[22,29,96],"itu":[23],"dijalankan?":[24],"Bagaimana":[25],"pengaruh":[26],"tersebut":[30,122,161,202,244],"mendapatkan":[32],"dukungan":[33],"suara?":[34],"Penelitian":[35,43],"ini":[36,44,85,134,173,214,251],"secara":[37,270],"spesifik":[38],"membahas":[39],"tentang":[40],"hal":[41,133,172,213,250],"ini.":[42],"menggunakan":[45,93],"metode":[46],"kuantitatif,":[47],"yang":[48,60,119,127,158,166,199,207,241,257],"mana":[49],"data":[50],"diperoleh":[51],"melalui":[52,79],"wawancara":[53],"dan":[54,77,106,266],"penyebaran":[55],"kuesioner":[56],"kepada":[57],"300":[58],"responden,":[59],"merupakan":[61,128,167,208],"masyarakat":[62],"pemilik":[63],"suara":[64],"Pilgub":[66,187,228,283],"di":[70],"wilayah":[71],"Kota":[72],"Jambi.":[73,188,229,284],"Data":[74],"kemudian":[75],"diolah":[76],"dianalisis":[78],"bantuan":[80],"aplikasi":[81],"SPSS.":[82],"Hasil":[83],"penelitian":[84],"menunjukkan":[86],"bahwa":[87,136,175,216,254],"tiga":[88],"pasangan":[89],"calon":[90],"untuk":[97],"memenangkan":[98],"kontestasi":[99],"cara":[101],"Push":[102],"Marketing,":[103],"Pull":[104],"Marketing":[105],"Pass":[107],"Marketing.":[108],"Variabel":[109,148,189],"push":[110,138,260],"(X1)":[112,140,179],"memiliki":[113,152,193,235],"nilai":[114,121,153,160,194,201,236,243],"signifikan":[115,142,154,181,195,222,237],"(Sig)":[116,155,196,238],"sebesar":[117,156,197,239],"0,000,":[118,157,240],"artinya":[120,159,200,242],"lebih":[123,162,203,245],"kecil":[124,163,204,246],"dari":[125,164,205,247,259],"0,05":[126,165,206],"dasar":[129,168,209],"pengambilan":[130,169,210],"keputusan.":[131,170,211],"Maka":[132,171,212,249],"menunjukan":[135,174,215],"variable":[137,176,217,255,276],"berpengaruh":[141,180,221,274],"terhadap":[143,182,223,275],"keputusan":[144,183,224,279],"memilih":[145,184,225,280],"(Y).":[146],"Kemudian":[147],"pull":[149,177,263],"(X2)":[151,265],"(Y)":[185,226,281],"pass":[190,218,267],"(X3)":[192,220,269],"0,004,":[198],"Secara":[230],"simultan,":[231],"hasil":[232],"uji":[233],"F":[234],"0,05.":[248],"dapat":[252],"disimpulkan":[253],"independent":[256],"terdiri":[258],"(X1),":[262],"simultan":[271],"atau":[272],"bersama-sama":[273],"dependen":[277],"yaitu":[278]},"counts_by_year":[],"updated_date":"2026-10-12T09:40:04.860316","created_date":"2026-10-03T00:00:00"}
