<![CDATA[ABSTRACT The development of political communication in the Society 5.0 era has encouraged a transformation in campaign strategies from conventional patterns toward more interactive digital approaches based on social experiences. This study aims to analyze the influence of the political marketing mix and social media utilization on voters’ decision-making within the context of local politics. The research employed a mixed-method approach with a descriptive explanatory design. Quantitative data were analyzed using Structural Equation Modeling (SEM), while qualitative data were obtained through in-depth interviews with local political actors and voters. The findings indicate that the dimensions of promotion, process, people, and physical evidence exerted a more dominant influence than political products in shaping voting decisions. In terms of social media variables, connection and collaboration emerged as the strongest factors in enhancing political participation and voter engagement. The results also revealed that voting decisions were influenced by perceptions of candidates, social proximity, previous political experiences, and exposure to digital political communication. The model contribution of 16.32% suggests that other factors beyond the variables examined in this study, such as local identity and social legitimacy, also affect voting behavior. This study confirms that the success of modern political communication depends not only on candidate popularity but also on the ability to establish authentic, participatory, and adaptive interactions through digital media. The novelty of this research lies in the development of an integrative model between the political marketing mix and digital communication based on social interaction within the framework of Society 5.0. ABSTRAK Perkembangan komunikasi politik pada era Society 5.0 mendorong perubahan strategi kampanye dari pola konvensional menuju pendekatan digital yang lebih interaktif dan berbasis pengalaman sosial masyarakat. Penelitian ini bertujuan menganalisis pengaruh bauran pemasaran politik dan penggunaan media sosial terhadap keputusan memilih masyarakat pada konteks politik lokal. Penelitian menggunakan pendekatan mixed method dengan desain deskriptif eksplanatori. Data kuantitatif dianalisis menggunakan Structural Equation Modeling (SEM), sedangkan data kualitatif diperoleh melalui wawancara mendalam dengan aktor politik lokal dan pemilih. Hasil penelitian menunjukkan bahwa dimensi promosi, proses, people, dan physical evidence memiliki pengaruh lebih dominan dibandingkan produk politik dalam membentuk keputusan memilih masyarakat. Pada variabel media sosial, aspek koneksi dan kolaborasi menjadi faktor paling kuat dalam meningkatkan partisipasi politik dan keterlibatan pemilih. Temuan penelitian juga memperlihatkan bahwa keputusan memilih dipengaruhi oleh persepsi terhadap kandidat, kedekatan sosial, pengalaman politik sebelumnya, serta eksposur komunikasi digital. Kontribusi model sebesar 16,32% menunjukkan adanya faktor lain di luar variabel penelitian yang turut memengaruhi perilaku memilih, seperti identitas lokal dan legitimasi sosial. Penelitian ini menegaskan bahwa keberhasilan komunikasi politik modern tidak hanya bergantung pada popularitas kandidat, tetapi juga pada kemampuan membangun interaksi yang autentik, partisipatif, dan adaptif melalui media digital. Kebaruan penelitian terletak pada pengembangan model integrasi antara political marketing mix dan komunikasi digital berbasis interaksi sosial dalam kerangka Society 5.0.]]>
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