Explicit knowledge on general election in Indonesia is crucial in determining the formation of personal brand of presidential candidates participating in the mind of voters. Testing of the effect of explicit knowledge of personal brand is important in the socialization and campaign that is more effective, significant, and substantive in the future. This article presented survey result conducted to voters in Bandung City in the presidential election of 2014. Data was obtained by distributing questionnaires and 160 respondents were voters who participated in this study through multistage area sampling method. Distribution were conducted both face to face by giving direction on how to answer the questionnaire items proposed, and online by sending online questionnaire link designed in Google Docs. Structural Equation Modeling (SEM) was used to analyze and test the hypotheses of this study using AMOS 19 software. The study result showed that there was a significant explicit knowledge of personal brand. Managerial suggestion and implication were also discussed in the final part of this study. The result of this study is hoped to be able to help explaining the effect of explicit knowledge to personal brand of election candidates that enables to be used and developed in the future general election.
Volume 11 | 03-Special Issue
Pages: 330-339