The Dynamics of Millennial Voters: How Political Marketing Affects Their Preference in 2019 Indonesian Presidential Election

Main objective of the research is describing how political marketing affects millennial voters’ preference in 2019 Indonesian presidential election. General elections, including the presidential one, were held in Indonesia on 17 April 2019. Of the total 187 million voters, some 70 million are millennials, who are known as Generation Y. Their ages are between 17-35 years old and they are first time voters. Therefore, the participation of millennials in elections is crucial for the promotion of democracy in the country, given their large number. In case of presidential election, winning the support of the millennial generation is decisively important. The research is conducted in Semarang Municipal for 120 respondents taken with accidental sampling methods. By implementing the concept of political marketing, this study found that political marketing mix (product, price, place, promotion) affected millennials preference in the presidential election in various degree of significance. It showed that variables of place, price and product were positively and affected on their preference; while variable of promotion was affected but not significant.