<![CDATA[This study aims to explain the low voter turnout among urban residents in the 2024 Jambi Governor Election by focusing primarily on political party mobilization. To date, studies on voter participation have largely emphasized internal societal factors, such as apathy, political awareness, and socioeconomic conditions, while the role of political parties in building rapport, communication, and public trust has received relatively little attention. This study employs a qualitative approach using a case study design. Data were collected through in-depth interviews with several informants. The informants in this study include political party officials at the Jambi City level, campaign teams, and residents of Jambi City. Additional data were also obtained from relevant literature. Data analysis was conducted thematically through several stages: data reduction, data presentation, and drawing conclusions. The research findings indicate that low voter turnout in Jambi City cannot be explained solely by public apathy. More decisive factors include short-term party mobilization strategies, political communication that lacks dialogue, and weak ties between political parties and the public. In an urban context, voters tend to act rationally and maintain a distance when political offers are not perceived as relevant to their needs. This study confirms that urban voter participation is heavily influenced by political parties’ ability to build sustainable mobilization, substantive communication, and public trust. These findings underscore the importance of positioning political parties as a key variable in studies of local political participation.]]>
