RELATIONAL SYNERGY IN INDONESIAN POLITICAL CAMPAIGNS

Autores/as

DOI:

https://doi.org/10.18623/rvd.v22.n2.3305

Palabras clave:

Personal Branding, Political Communication, Voter Behavior, Societal Relations, Electoral Strategy

Resumen

This study investigates how personal branding and political communication shape voter behavior, examining societal relations as a moderating factor in the 2024 legislative elections in Jambi City, Indonesia. The goals are to assess the direct effects of personal branding and political communication on electoral behavior and to test whether societal relations strengthen these effects. Using a quantitative field design, we surveyed 400 registered voters with structured questionnaires and analyzed the data through Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that both personal branding and political communication positively and significantly influence voter behavior, and that societal relations significantly amplify these relationships. These findings indicate that electoral choices reflect not only candidate attributes and message strategies, but also relational trust and community engagement. Theoretically, the study advances a relational synergy model that integrates individual-level branding and communication with community-level dynamics. Practically, it underscores the importance for political actors, campaigners, and policymakers of combining authentic branding, contextually grounded communication, and sustained community ties to enhance electoral effectiveness and strengthen democratic trust.

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Publicado

2025-10-23

Cómo citar

Setiawan, B., & Yacob, S. (2025). RELATIONAL SYNERGY IN INDONESIAN POLITICAL CAMPAIGNS. Veredas Do Direito, 22(2), e223305. https://doi.org/10.18623/rvd.v22.n2.3305

Número

Vol. 22 Núm. 2 (2025): Veredas do Direito, v. 22, n. 2 2025

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