Political Behavior of Voters on Mayoral Election of Kediri, East Java Indonesia

This study is explorative by using quantitative descriptive approach by looking at trends in the electorate, that’s aims to : 1. Identifying the political preferences of voters in determining political choice; 2. Knowing the voter consideration in choosing a candidate for mayor of Kediri; 3 . Identifying the factors that influence the political choice on Kediri Mayor electoral. The results showed that the political preferences of most voters, especially for first-time voters are parents, older age, religion, advice of Islamic scholars and neighbors. Consideration of voters in choosing candidates is rational tendency that figures candidate, ideas or program candidate’s campaign, integrity of the candidate especially about the honesty, lifestyle, appearance or performance of the candidate, the candidate's personality. While the sociological considerations such as religion, young age. Further factors affecting the choice among other political motivations of voters who tend to wish that there was improvement in the conduct of Kediri city development, political knowledge they are looking at people now have political freedom choose or not to choose is the right of every citizen, voter confidence factors have an impact on the mayoral election positive towards Kediri governance-will be better-because the incumbent has not judged the competence, quality and integrity. Candidate’s political marketing factors also influence voters like communication style, mindset when delivering the campaign, integrity and performance of the candidate.