[ABSTRAK
Tesis ini membahas tentang bagaimana pengolahan atau pemrosesan informasi(dalam hal ini pesan-pesan kampanye) yang dilakukan oleh pemilih yangmelakukan split-ticket voting, yaitu memilih kandidat dari partai yang berbedapada pemilihan Legislatif dan pemilihan Presiden tahun 2014. Penelitian iniadalah penelitian kualitatif dengan analisis fenomenologis interpretatif. Hasilpenelitian ini menunjukkan bahwa pemilih melakukan pemrosesan pesankampanye yang sederhana. Pemilih tidak membanding-bandingkan danmemikirkan ideologi partai, kekuatan partai dan lembaga pemerintahan, sertakekuatan isu. Pemilih dalam penelitian ini masuk dalam kategori unintentional,yaitu pemilih yang tidak sengaja melakukan split-ticket voting dan tidak memilikimotivasi khusus atau kepentingan tertentu. Selanjutnya, teori-teori split-ticketvoting perlu diuji kembali di Indonesia dalam konteks akademis dan metodologis.Sementara dalam konteks praksis, para kandidat maupun partai politik perlumemikirkan strategi khusus menghadapi pemilih unintentional di Indonesia.

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ABSTRACT

This study discusses how information processing (in this case the campaign

messages) by split-ticket voter. They vote the candidates form the different parties

in legislative and presidential election in 2014. This study is a qualitative research

and uses interpretative phenomenological analysis. This study results that voters

do a simple campaign message processing. Voters are not comparing and thinking

about ideological moderation, party strength and institutional roles, and issues

ownership. Voters in this study are unintentional, are accidentally split-ticket

voting and they don?t have specially motivation. Theories of split-ticket voting

needs to be re-examined in the context of academic and methodological in

Indonesia. While in the context of praxis, candidates and political parties need to

think about specific strategies to face unintentional voters in Indonesia., This study discusses how information processing (in this case the campaign

messages) by split-ticket voter. They vote the candidates form the different parties

in legislative and presidential election in 2014. This study is a qualitative research

and uses interpretative phenomenological analysis. This study results that voters

do a simple campaign message processing. Voters are not comparing and thinking

about ideological moderation, party strength and institutional roles, and issues

ownership. Voters in this study are unintentional, are accidentally split-ticket

voting and they don’t have specially motivation. Theories of split-ticket voting

needs to be re-examined in the context of academic and methodological in

Indonesia. While in the context of praxis, candidates and political parties need to

think about specific strategies to face unintentional voters in Indonesia.]