Factors Influencing Voter Decision in the 2024 Bogor Mayoral Election: The Mediating Role of Emotional Feelings
DOI:
https://doi.org/10.59888/wb5d0657Keywords:
Bogor mayoral election; emotional feelings; SEM-PLS; political marketing; voting decisions.Abstract
This study aims to examine the influence of the political marketing mix consisting of Political Product, Political Price, Distribution, Mass Media, Reference Groups, Issues, Policies, and Leadership on Emotional Feelings and Voting Decisions in the 2024 Bogor mayoral election. A quantitative approach using Partial Least Squares–Structural Equation Modeling (PLS-SEM) was employed with 430 respondents across six districts in Bogor City. The results indicate that Political Product, Distribution, Reference Groups, Political Issues (negative direction), Policies, and Leadership significantly affect Emotional Feelings, whereas Political Price and Mass Media do not. In terms of direct effects on Voting Decisions, Reference Groups, Political Issues, Policies, and Leadership show significant relationships, while other variables do not. Emotional Feelings significantly predict Voting Decisions. Indirect effect analysis reveals that Emotional Feelings mediate the influence of Political Product, Distribution, Policies, and Leadership (marginally significant), while Political Issues exhibit a significant negative mediation effect. Overall, the model demonstrates moderate predictive power, highlighting the central role of emotional factors in shaping voter behavior at the local level. These findings imply that political strategies emphasizing emotional engagement, policy credibility, and leadership quality are more effective in influencing electoral decisions
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Copyright (c) 2025 Febri Nur Aini, Jono Mintarto Munanda, I Made Sumertajaya
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