MARKETING ON POLITICS AND PUBLIC LEADERSHIP
Abstract
Public leadership has become an increasingly interesting topic in recent years especially during the political years of local elections, legislative elections, and presidential elections. Many phenomena can be studied more deeply. This study examines the influence of political marketing and political will on public leadership and individual performance. The sample used is society in Surabaya as much as 265 with random sampling method. Amos 21 is used to test the indirect effect of using bootstrap test. The result of the research shows that political marketing and political will have significant influence to the success of gaining public leadership, political marketing and marketing will have no significant effect on performance, and public leadership has significant effect on performance. For indirect influence political marketing and political will on individual performance are mediated by public leadership.
Keywords : Political marketing, political will, performance, public leadership.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
Â
