The Influence of Political Marketing Communication Jokowi on Facebook Towards the Image and Reputation among Millennial Generation in General Election 2019

In Indonesia's current political situation, political marketing has an essential role in winning the general election. In an open competition, among candidates, Presidents and Vice Presidents strive maximally to give information so that the voters will be in favor of them. This situation also dealt with the same to Joko Widodo, who was a candidate for President in General Election 2019 by performing political marketing communication through various media such as new media as a communication message tool, particularly among the millennial generation. This research aimed to examine and measure the influence of Joko Widodo’s political information on Facebook towards the image and reputation among the millennial generation in the last 2019 General Election. This research uses the Stimulus Organism Response theory, a theory of political marketing communication, and a theory about image and reputation. This research also uses a positivist paradigm with a qualitative approach. The method used is a survey method using questionnaires to obtain information from millennial generation in Jakarta, with a total 400 people. The sampling technique uses proportional sampling and data analysis with path analysis. This research shows that political marketing communication has only 9.6% of a direct impact on reputation. The image has an immediate effect on a reputation as much as 86,6%, while the indirect impact of political marketing communication of image towards reputation is 64,49%.