Political Marketing Strategy and Voters' Decision Through Political Brand Personality and Brand Resonance in the 2024 Central Sulawesi Gubernatorial Election

Abstract

Background and Objectives: This study aims to analyze the influence of Political Marketing on Voters’ Decision, considering the role of Political Brand Personality and Brand Resonance as mediating variables in the 2024 Central Sulawesi gubernatorial election. The model tested in this research refers to the Political Marketing Denny JA concept, which has not been widely examined in academic studies.

Methodology: The method used is Structural Equation Modeling (SEM) to analyze the relationships between variables based on data collected from 278 respondents, who are potential voters in the gubernatorial election.

Main Results: The results indicate that Political Marketing has a positive and significant effect on Voters’ Decision, Political Brand Personality, and Brand Resonance. Additionally, Political Brand Personality also positively influences Voters’ Decision and Brand Resonance, while Brand Resonance has an impact on Voters’ Decision. However, the effect of Political Marketing on Voters’ Decision through Brand Resonance is not significant, suggesting that brand resonance does not directly strengthen voter decision- making. Instead, Political Brand Personality serves as a significant mediating variable between Political Marketing and Voters’ Decision.

Conclusions:This study contributes theoretically by testing the Political Marketing Denny JA model in the context of regional elections and enriching the discussion on Political Brand Personality and Brand Resonance in political marketing strategies. Practically, this research provides recommendations for candidates, political parties, and political consultants in designing more effective branding and political communication strategies to enhance candidate electability.