1. THE USE OF AHP METHOD ON THE MAYOR ELECTION IN BANDAR LAMPUNG BASED ON THE CONCEPT OF POLITICAL MARKETING MIX
Ridho Bramulya Ikhsan
Doctor of Science In Management, Department of Management and Business, 
Padjajaran University
Global Advanced Research Conference on Management and Business Studies (GARCOMBS)
"Sustainable business practices in Asian context“
Thailand, October 16, 2014

2. INTRODUCTION
In the United States (USA), political marketing was initially implemented in 1926 when the political messages were conveyed through posters, pamphlets, newspapers, and magazines. Rothscild stated that advertisements have been used in the presidential election since the era of Abraham Lincoln. Barack Obama's victory in the Presidential election of the United States is not just because of the expertise in political negotiations, but also the success of running a political marketing concept to the fullest. The victory of Susilo Bambang Yudhoyono – Boediono based on the quick counts done by various independent research teams, is also a reflection of their marketing team's victory

3. it can be said that the implementation of political marketing programs optimally in meeting the needs, desires, and expectations of market constituents can lead the candidate to win both at regional and national levels
The center application of political marketing lays on the needs of voters. The needs of voters will be the focus of attention in the development of a long-term relationship between candidates to their voters. In order to determine these needs, the candidate needs to recognize the constituents’ characteristics in the context of political consumers

4. RESEARCH PROBLEM
The students are a potential target market for mayor candidates to gain votes in the election. The fact;
Dermody, Lloyd and Scullion (2010) citing the research of Mori (2005) which stated that "on the 1997 election in the UK, there were 43% of year olds voters did not vote; in 2001 increased to 61%, then in the 2005 climbed up to 63% who did not vote in the general election ".
Bromley and Curtice (2002); Park (1999); Parry et al. (1992); Pirie and Worcester (1998, 2000); Russell et al. (2002); White et al. (2000) that states: "young people are less interested in national political issues than adults and they less know about the electoral process".
Bromley and Curtice (2002); Dermody and Hanmer-Lloyd (2008); Mulgan and Wilkinson (1997); Park (1999); Parry et al. (1992); White et al. (2000) stated: "Young people see politicians and governments as dishonest and inefficient people – they believe that their votes are 'useless' as a result of cutting the votes".

5. RESEARCH PROBLEM
The research conducted by the experts can be used as a reference for the mayor candidates to know the students’ perspective in politics, to deliver information concerning the procedure of voting because there are students who are beginners in the activities of election; and to convince them that the election is a process of direct democracy, public, free, confidential, honest and fair, so that the students will take part in the Mayor Election of Bandarlampung

6. THE PURPOSE OF STUDY
The purpose of this study is to determine the more priority of political marketing mix for students in deciding to vote a mayor candidate in the Mayor Election Bandarlampung

7. LIBRARY RESEARCH
Niffenegger in Wring (1997) grouped the concept of political marketing mix into four: product, price, promotion, and place which is summarized in Figure 1.1

8. Analytical Hierarcy Process
Bourgeois (2005) suggested that AHP is usually used to organize priorities of various complex–multi criteria options. In general, applying AHP will result priorities that are consistent to the theory, logical, transparent, and participative.
High demands in transparancy and participation make AHP suitable to arrange priorities of the campaign policies in election activities

9. METHODOLOGY
The study involved 100 students spread over Bandarlampung on the condition that the student must have ID cards of Bandar Lampung and registered as voters. The 100 students were selected purposely. In collecting primary data, questionnaires are used by applying the priority scale on the variables and sub-variables to test the Analysis of Hierarchy Process (AHP) with criteria 1-9
Level of Importance
Definition
Explanation 1
Equally important
Both statements are equally important 3
A bit more important
One statement is a bit more important than the other statement 5
More important
One statement is more important than the other statement 7
Much more important
One statement is much more important than the other statement 9
Absolutely more important
One statement is absolutely more important than the other statement
2,4,6,8
Intermediate values between two adjacent considerations

10. The hierarchy model of decision in choosing the mayor candidates in Bandar Lampung using Political Marketing Mix approach is shown in Figure 1.2.

11. The use of analytical hierarchy process method allows obtaining a judgment based on assessment using questionnaires. The steps of the calculation are as follows:
Data Consistency Testing
Performed with thresholds Consistency Ratio (CR); If the questionnaire has a CR value greater than 10% or 0.1 then the calculation should be repeated or revised
calculating the geometric mean
Make comparison matrix (factors and subfactors), then change into decimal number
Multiply the comparison matrix to the priority weight matrix
Divide each element of the result matrix with the elements of priority weight matrix (eg, so-called matrix G)
Calculate the value of Maximum Eigenvalue
Testing the Consistensy Hierarchy
Analysis and Discussion

12. RESEARCH FINDING
Hierarchy of Criteria

13. Hierarchy of Alternative

16. CONCLUSION
The results of the analytical hierarchy process (AHP) prove that the variable of place is the main priority criteria for the students in making decisions at the mayor election in Bandarlampung. The other priority criteria are price, promotion and last priority is product