Abstract

There`s two kind of voter in election, swing voters and base voters. Swing voter
is voter who has no allegiance to any political party and whose unpredictable d
ecisions can totally swing the outcome of an election. Base voters is voter who
are solidly behind or partisan to a particular party and will not consider chang
ing their minds whatever the opposition says. Indonesia legislative elections we
re held in every 5 years to elect 560 members of the People's Representative Cou
ncil (DPR). Over 185 million people were registered to vote, but the result of I
ndonesia legislative elections year to year by history always experiencing chang
es because in Indonesia the number of swing voter is more greater than the base
voter. This article try to explain the swing voting phenomena happened in Indone
sia proofen by history in every election year and by measuring the case of the s
wing voting phenomena at Partai Demokrat which was onced before in two election
is the dominant ruled party on the presidentiallity of goverment and on the Peop
le's Representative Council (DPR). From the political marketing perspective, thi
s article try to find the most effective media and most crucial media station us
ed frequently by the swing voter population..
Keyword: Swing voter, political marketing, media