Political Messages Processing of Presidential Candidate through Heuristic and Systematic Model in the 2014 Presidential Election in Indonesia

The democratic process in choosing the President with the principle of one person, one vote, one weight depends on the voice of the most people. Political advertising through mass media, personal opinion, media use, information processing will determine the choice of audiences. Based on these conditions, the researcher wants to reveal how far the influence of political message processing of presidential candidate through heuristic and systematic model in 2014 presidential election for novice voters in West Jakarta, Indonesia? The survey method using questionnaires and data analysis with Path Analysis obtains information that adolescent referral source and satisfaction of mass media usage of heuristic and systematic information processing on Prabowo-Hatta is bigger than Jokowi-JK. However, the voter's attitude of Jokowi-JK is greater than the voter's attitude to Prabowo-Hatta. It occurs because the voter's attitude to the Jokowi-JK is determined by the reference source, the use of heuristic and systematic mass media processes, while Prabowo-Hatta is determined by reference sources, satisfaction of mass media use and systematic processes. The model that determines voter attitudes on Prabowo / Hatta pairs is the systematic process and model that determine Jokowi-JK's choice is a systematic and heuristic process.