Voter Behavior on Branding and Its Impact on Voting Decisions to Choose Pangkalpinang Mayoral Election 2024

Yusuf Yusuf(1*),

(1) Universitas Terbuka
(*) Corresponding Author

Abstract


The 2024 Pangkalpinang mayoral election had only one candidate, limiting voter choice and making candidate branding and communication key to campaigns. This study examines how voter behavior shapes candidate branding and affects voting. Data came from 399 registered voters across seven sub-districts, selected using probability cluster sampling, and were analyzed using multiple linear regression and path analysis. The results show that candidate branding has the highest mean score among variables. Voter behavior explains much of the variance in both branding and voting decisions. Simultaneous and partial testing confirms that voter behavior directly influences candidate branding. Additionally, both voter behavior and branding significantly influence voting decisions. Political, institutional, and socio-economic factors predominantly shape branding, while social and demographic factors have no significant direct effect. These findings show that effective communication influences candidate branding more than stable voter segmentation, by strengthening the link between a party’s message and its audience. In single-candidate elections, weak brand differentiation undermines political positioning, making strong brand architecture, consistent value propositions, and smart communication strategies essential. Ongoing management of political brand equity supports voter acceptance and electoral legitimacy.

Keywords


Branding, Political Marketing; Voter Behavior; Voting Decisions

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DOI: http://dx.doi.org/10.33019/ijbe.v10i4.1593

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Integrated Journal of Business and Economics is licensed under a Creative Commons Attribution 4.0 International License.