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All Journal Jurnal Manajemen Bisnis Jurnal Minds: Manajemen Ide dan Inspirasi MIX : Jurnal Ilmiah Manajemen Jurnal Ekonomi dan Bisnis Jurnal Ilmiah Manajemen Kesatuan JBMR: Journal of Business and Management Review Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Asian Journal of Community Services (AJCS) Jurnal Pengabdian Bakti Akademisi
Lada, Suddin
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Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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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 AB, Nizhamuddin Abd Karim, Mohd Rahimie bin Ahmad Dani Virsal Amir, Fakhrurrazi Amri Anisa Putri Antonius Asari, Andi Budin, Dg Safrina Ag Dyah Ari Susanti Halim, Hendra Juliana, Ahmad Kesuma, T. Meldi Krisnadayanti, Betty M. Shabri Abd. Majid Maria Valeria Roellyanti, Maria Valeria Mikhriani Muhammad Haris Riyaldi, Muhammad Haris Nizam, Ahmad Pebriyanti, Ni wayan Peri Prayekti Prayekti, Prayekti Purnamarini, Tri Ratna Ridwan Nurdin Riha Dedi Priantana Sakir, A Sari, Meutia Dwi Novita Siregar, M. Ridha Sri Ayem Subiyanto , Didik Subiyanto, Didik Suleman, Nursaban Rommy Supatman Supatman, Supatman Taufiq Carnegie Dawood Umi Wahidah Yovita, Nila Sinta Zaid, Sudirman