Political Behavior of Women's Voter of Mojokerto City on Legislative Election 2014

Abstract

The presence of democratization and the role of the mass media have an impact on the behavior of women voters. This research used a descriptive quantitative approach with the aim to identifying the role of institutions of socialization and media information on the legislative elections 2014, and to know the preferences of women’s voter in determining their political choice and to know the exposure of mass media and the appeal of political advertising from political parties. The results indicate that the institution of socialization and information media on the legislative elections 2014 was instrumental in disseminating information and introduce the candidates to the voters. The preferences of women’s voter in determining their political choices from the sociological side is more considering the religious background, professional organizations, origin of place, family information, and intellectuality of the candidates. From the psychological side, most women tend to consider the emotional closeness, similarity of political parties, the integrity, the same interest. The political preferences of rational considerations tend to the issue of the candidate experience and success in leading the organization, whether it locally or nationally, intellectuality and the quality of candidates, campaign issues, vision and mission, programs, credibility, commitment, personality, modest, good performance, good capability, clean image and performance, and closeness with ordinary people.