[ABSTRAK
Penelitian ini ingin mencari tahu faktor apa yang membuat seorang pemilihmemutuskan untuk memilih satu kandidat dan tidak memilih kandidat lainnya.Penelitian ini membahas pengaruh faktor sosiologis (agama, suku, jenis kelamin,keluarga dan peer group), faktor psikososial (orientasi isu, orientasi kandidat,identifikasi partai politik), pilihan rasional (prospectives voting, retrospectivesvoting) dan vote buying terhadap preferensi pemilih. Penelitian ini juga membahasfaktor yang dominan di antara faktor-faktor tersebut dalam mempengaruhipreferensi pemilih. Dengan melakukan metode kuantitatif laboratoryexperimental, penelitian ini menemukan bahwa ada empat faktor dominan yangsangat mempengaruhi preferensi pemilih, yaitu: orientasi isu, orientasi kandidat,agama dan vote buying. Sehingga, dapat diinterpretasikan bahwa pemilih lebihrasional namun terjebak dalam pragmatisme politik yang muncul sebagai dampakdari kekecewaan dan rasa frustasi terhadap kinerja para elit politik.

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ABSTRACT
This study examines why voters voted the way they did: what factors make avoter decides to choose one candidate over the others. This study analyzes theinfluence of sociological factors (religion, ethnicity, gender, family and peergroup), psychosocial factors (issues orientation, candidates orientation, partyidentification), rational preferences factors (prospectives voting, retrospectivesvoting) and vote buying on voter preference. The study also determines the mostdominant factor among these factors in influencing voter preference. Usingquantitative laboratory experimental method, results show that there are fourdominant factors that influence voter preference: issue orientation, candidateorientation, religion and vote buying. Thus, it can be interpretated that voters aremore rational, but they are currently being trapped in a political pragmatismresulted from desperation and frustration toward political leaders’ performance, This study examines why voters voted the way they did: what factors make avoter decides to choose one candidate over the others. This study analyzes theinfluence of sociological factors (religion, ethnicity, gender, family and peergroup), psychosocial factors (issues orientation, candidates orientation, partyidentification), rational preferences factors (prospectives voting, retrospectivesvoting) and vote buying on voter preference. The study also determines the mostdominant factor among these factors in influencing voter preference. Usingquantitative laboratory experimental method, results show that there are fourdominant factors that influence voter preference: issue orientation, candidateorientation, religion and vote buying. Thus, it can be interpretated that voters aremore rational, but they are currently being trapped in a political pragmatismresulted from desperation and frustration toward political leaders’ performance]