AN EXPLORATORY STUDY ON RELATIONSHIP BETWEEN PERSONAL VALUES AND DEMOGRAPHIC CHARACTERISTIC AFFECT ON VOTING BEHAVIOR AND POLITICAL PARTY GROUP IDENTIFICATION

• Main Authors: , Wicaksono Hendro Wijayanto, , Yulia Arisnani, MBA., Ph.D.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2013
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/125678/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=65851
• Institution: Universitas Gadjah Mada

This study was proposed to examine if there existed significant differences in voters� political party group identification and voting behavior due to gender, income and personal values. The research was conducted in February 2013. The sample size was 139 samples as the representative of the 24,000 registered undergraduate (strata 1) students of Gadjah Mada University in 2013 with respect to voters� gender, income, voting behavior, and political party group identification. Statistical techniques used were ANOVAs, Chi-square statistics and factor analysis. This study demonstrates how personal values may be associated with demographic characteristics to create a new market segmentation tool for investigating differences and similarities in both political party group identification and voting behavior. It provides confirmation of the interrelationships among demographic characteristics, party identification, and voting behavior, as well as theoretical concept and empirical evidence of personal values in marketing research. Results indicate that personal values are more likely than demographic characteristics to predict party identification and voting behavior.