THE NEW MEASUREMENT OF POLITICAL TRUST RHETORIC DIMENSIONS IN POLITICAL MARKETING COMMUNICATION: THE YOUNG PEOPLE PERSPECTIVE

Main Article Content

Ihwan Susila
Sidiq Permono Nugroho

Keywords

Political Marketing, Rhetoric, Measurement, Young Voter

Abstract

Purpose: The article conducts the new measurement of political trust rhetoric dimensions in political marketing communication: the young people's perspective.


Methodology: This research used survey method. The survey was conducted to 189 respondents, 110 male respondents (58.2%) and 79 female respondents (41.8) using a convenience sampling technique. Respondents in this study are young voters who live in Surakarta and originally from various cities in Indonesia including Java, Sumatra, Kalimantan, Sulawesi, and Papua.


Result: The research shows that the rhetoric dimension can be measured by specific indicators for logos, ethos, and pathos. The research’s findings also indicated that the importance of political trust based on the rhetoric dimensions has different level, particularly from young voter perspective.


Applications: This research can be used for the universities, teachers and education students.


Novelty/Originality: In this research, the model of the subject-subject model in the conditions of mixed learning is presented in a comprehensive and complete manner.

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