THE MEDIATING ROLE OF POLITICAL INNOVATION CAPACITY IN THE INFLUENCE OF PROACTIVE MARKET ORIENTATION ON VOTER PARTICIPATION IN INDONESIA
DOI:
https://doi.org/10.18623/rvd.v23.6490Palavras-chave:
Proactive Market Orientation, Political Participation, Political Innovation Capacity, Mediamorphosis Theory, Political Marketing, 2029 Elections, Central JavaResumo
This study empirically examines the transformational mechanism linking proactive market orientation (PMO) to political participation (PP) through the mediating role of Political Innovation Capacity (PIC). Based on the Mediamorphosis Theory proposed by Fidler (1997) and a synthesis of contemporary political marketing literature, this study argues that the ability of parties and candidates to anticipate voters’ latent needs does not automatically increase participation; rather, it must be transformed through innovative capabilities that can convert strategic insights into practical engagement tools. The research employs an explanatory quantitative approach using Structural Equation Modeling (SEM). Primary data were collected from a survey of 412 respondents registered as permanent voters (DPT) in Central Java Province, a region representative of Indonesia’s demographic, sociological, and electoral complexities. Analysis results indicate that PMO has a positive and significant effect on PIC. PMO also has a direct effect on PP, while PIC serves as a strong predictor of PP. The key finding lies in the full mediating effect of PIC in the relationship between PMO and PP, at the 95% confidence interval, indicating that the influence of PMO on political participation is fully mediated through innovative capabilities. This study contributes theoretically by validating the construct of PIC as a key mechanism in political marketing and by expanding the application of Mediamorphosis Theory within the context of Indonesia’s electoral democracy. Practically, these findings underscore the importance of developing innovative capabilities as a strategic prerequisite ahead of the 2029 Simultaneous Elections.
Referências
Akinola, O., & Adekunle, I. (2021). Developing market-oriented politics in Nigeria: A review of the 2019 presidential election. Journal of Marketing Communications. https://doi.org/10.1080/13527266.2020.1866646
Amui, L. B. L., Jabbour, C. J. C., de Sousa Jabbour, A. B. L., & Kannan, D. (2017). Sustainability as a dynamic organizational capability: A systematic review and a future agenda toward a sustainable transition. Journal of Cleaner Production, 142, 308–322. https://doi.org/10.1016/j.jclepro.2016.07.103
Aspinall, E., & Sukmajati, M. (2015). Politik uang di Indonesia: Patronase dan klientelisme pada pemilu legislatif 2014 [Money politics in Indonesia: Patronage and clientelism in the 2014 legislative election]. Research Centre for Politics and Government.
Baker, W. E., & Sinkula, J. M. (2005). Market orientation and the new product paradox. Journal of Product Innovation Management, 22(6), 483–502.
Bason, C. (2010). Leading public sector innovation (Vol. 10). Policy Press.
Boulianne, S. (2015). Social media use and participation: A meta-analysis of current research. Information, Communication & Society, 18(5), 524–538.
Brady, H. E., Verba, S., & Schlozman, K. L. (1995). Beyond SES: A resource model of political participation. American Political Science Review, 89(2), 271–294.
Butt, P., Kamran, M., Afzal, F., & Mukit, M. M. H. (2021). Being agile in market orientation to enhance firm performance: The role of green supply chain management. International Journal of Agile Systems and Management, 14(4), 517–542.
Calantone, R. J., Cavusgil, S. T., & Zhao, Y. (2002). Learning orientation, firm innovation capability, and firm performance. Industrial Marketing Management, 31(6), 515–524.
Cantaleano, K. R., Rodrigues, G. P., & Martins, T. S. (2018). The mediating effect of proactive market orientation capability in entrepreneurial orientation and service innovation. RAM. Revista de Administração Mackenzie, 19(1), eRAMR180038.
Choudhury, H., Kopacsi, Z. L., Saxena, G., & Mishra, N. (2019). The ethical dimension in political market orientation: A framework for evaluating the impact of India’s Look East Policy on regional income convergence. Journal of Business Ethics, 168(2), 353–372. https://doi.org/10.1007/s10551-019-04169-w
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage Publications.
Dahl, R. A. (2008). Democracy and its critics. Yale University Press.
Dzisah, W. S. (2018). Social media and elections in Ghana: Enhancing democratic participation. African Journalism Studies, 39(1), 27–47. https://doi.org/10.1080/23743670.2018.1452774
Ferdinand, A. (2014). Metode penelitian manajemen: Pedoman penelitian untuk penulisan skripsi tesis dan desrtasi ilmu manajemen.
Fidler, R. F. (1997). Mediamorphosis: Understanding new media. Pine Forge Press.
Firmanzah. (2018). Marketing politik, antara pemahaman dan realitas (Vol. 4). Yayasan Obor Indonesia.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., Ray, S., Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). An introduction to structural equation modeling. Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R, 1–29.
Harris, P., & Lock, A. (2010). Mind the gap: The rise of political marketing and a perspective on its future agenda. European Journal of Marketing, 44(3/4), 297–307. https://doi.org/10.1108/03090561011020435
Harrison, K. M., Yoo, B., Thelen, S., & Ford, J. (2023). What draws voters to brandidates and why? Political orientation, personal satisfaction, and societal values on presidential candidates’ brand personality. Journal of Product & Brand Management, 32(1), 59–78.
Heng, L., Ferdinand, A., Afifah, N., & Ramadania, R. (2020). Service innovation capability for enhancing marketing performance: An SDL perspectives. Business: Theory and Practice, 21(2), 623–632. https://doi.org/10.3846/btp.2020.12163
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1–18.
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing management (3rd ed.). Pearson Higher Education.
Kreiss, D. (2012). Taking our country back: The crafting of networked politics from Howard Dean to Barack Obama. Oxford University Press.
Meijer, A., van der Veer, R., Faber, A., & Penning de Vries, J. (2016). Political innovation as ideal and strategy: The case of aleatoric democracy in the City of Utrecht. Public Management Review, 19(1), 20–36. https://doi.org/10.1080/14719037.2016.1200666
Morgan, N. A., Vorhies, D. W., & Mason, C. H. (2009). Market orientation, marketing capabilities, and firm performance. Strategic Management Journal, 30(8), 909–920.
Mulgan, G., Tucker, S., Ali, R., & Sanders, B. (2007). Social innovation: What it is, why it matters and how it can be accelerated.
Narver, J. C., Slater, S. F., & MacLachlan, D. L. (2004). Responsive and proactive market orientation and new-product success. Journal of Product Innovation Management, 21(5), 334–347.
Nursal, A. (2004). Political marketing: Strategi memenangkan pemilu: Sebuah pendekatan baru kampanye pemilihan DPR, DPD, Presiden. Gramedia Pustaka Utama.
O'Shaughnessy, N., Baines, P., O'Cass, A., & Ormrod, R. (2012). Political marketing orientation: Confusions, complications, and criticisms. Journal of Political Marketing, 11(4), 353–366. https://doi.org/10.1080/15377857.2012.724258
Ormrod, R., & Henneberg, S. (2010). Strategic political postures and political market orientation: Toward an integrated concept of political marketing strategy. Journal of Political Marketing, 9(4), 294–313. https://doi.org/10.1080/15377857.2010.518106
Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879–891.
Reimann, C. K., Carvalho, F. M. P. d. O., & Duarte, M. P. (2022). Adaptive marketing capabilities, market orientation, and international performance: The moderation effect of competitive intensity. Journal of Business & Industrial Marketing, 37(12), 2533–2543.
Sirait, F. E. T. (2022). Electoral studies: The heuristics of ballot order and incumbent: An overview of the 2019 legislative member election results in Indonesia.
Slater, S. F., & Narver, J. C. (1998). Customer-led and market-oriented: Let’s not confuse the two. Strategic Management Journal, 19(10), 1001–1006.
Tawiah, V., & Zakari, A. (2024). Government political ideology and green innovation: Evidence from OECD countries. Journal of Economic Change and Restructuring, 57(3), 125.
Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–533.
Theocharis, Y., Lowe, W., Van Deth, J. W., & García-Albacete, G. (2015). Using Twitter to mobilize protest action: Online mobilization patterns and action repertoires in the Occupy Wall Street, Indignados, and Aganaktismenoi movements. Information, Communication & Society, 18(2), 202–220.
Verba, S., Schlozman, K. L., & Brady, H. E. (1995). Voice and equality: Civic voluntarism in American politics. Harvard University Press.
Wang, C., & Nie, P. (2021). Analysis of cooperative technological innovation strategy. Economic Research-Ekonomska Istraživanja. https://doi.org/10.1080/1331677X.2020.1844580
Wang, G., Wang, Y., Ju, X., & Rui, X. (2022). Effects of political networking capability and strategic capability on exploratory and exploitative innovation: Evidence from traditional manufacturing firms in China. Journal of Manufacturing Technology Management, 33(3), 618–642.
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Submeto (emos) o presente trabalho, texto original e inédito, de minha (nossa) autoria, à avaliação de Veredas do Direito - Revista de Direito, e concordo (amos) que os direitos autorais a ele referentes se tornem propriedade exclusiva da Revista Veredas, sendo vedada qualquer reprodução total ou parcial, em qualquer outra parte ou outro meio de divulgação impresso ou eletrônico, dissociado de Veredas do Direito, sem que a necessária e prévia autorização seja solicitada por escrito e obtida junto ao Editor-gerente. Declaro (amos) ainda que não existe conflito de interesse entre o tema abordado, o (s) autor (es) e empresas, instituições ou indivíduos.
Reconheço (Reconhecemos) ainda que Veredas está licenciada sob uma LICENÇA CREATIVE COMMONS:
Licença Creative Commons Attribution 3.0
