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All Journal Jurnal Penelitian Pendidikan IPA (JPPIPA) Aptisi Transactions on Technopreneurship (ATT) Jurnal Penelitian Kesejahteraan Sosial Jurnal Ilmiah Manajemen Kesatuan Assyfa Journal of Multidisciplinary Education
Asari, Andi
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Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Physics Social Sciences Other

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Journal : Jurnal Ilmiah Manajemen Kesatuan

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Political Marketing Mix and Brand Personality: Implications for Voting Decisions in Legislative Elections Suleman, Nursaban Rommy; Zaid, Sudirman; Lada, Suddin; Asari, Andi
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 2 (2025): JIMKES Edisi Maret 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i2.3470

Abstract

This study aims to analyze and explain the influence of political marketing mix and brand personality on brand image and their implications for voting decisions for legislative candidates from the Golkar Party in Wakatobi Regency. Data collection was conducted through questionnaires and documentation. The study population consisted of 12,729 voters who selected legislative candidates from the Golkar Party in Wakatobi Regency, with a sample size of 75 respondents. The analysis tool used was SmartPLS. The results indicate that the political marketing mix significantly influences the brand image of the Golkar Party, and brand personality also affects the brand image of the Golkar Party in Wakatobi Regency. Additionally, the political marketing mix has a significant impact on voting decisions for legislative candidates from the Golkar Party, as does brand personality. Brand image itself also influences voting decisions for legislative candidates from the Golkar Party. Indirectly, the political marketing mix affects voting decisions through brand image. This study provides empirical evidence that an effective political marketing mix can enhance the brand image of candidates, thereby strengthening voters' decisions to choose legislative candidates from the Golkar Party. Furthermore, a strong brand personality positively impacts the improvement of the candidate’s brand image, ultimately reinforcing voters' decisions in favor of the Golkar Party's legislative candidates.
Co-Authors Abul Walid Darma Putra Diah, Mohd Lizam Bin Mohd Hari Kurniawanto Lada, Suddin Mardhotillah, Annisa Ilmi Mubarok, Ahmad Nurchasanah Ratuningtyas, Alis Reza Mahdi Riyanti, Lilies Esthi  Siti Sri Wulandari Suleman, Nursaban Rommy Try Susanti Zaid, Sudirman