The Effect of Political Marketing Mix Perception, Brand Personality and Endorser Use on The Decision to Select Legislative Members, Using Brand Image Perception Intervening Variables

Abstract

The aim of this research is to examine the relationships between various factors, including political marketing mix perceptions, brand personality perceptions, endorser usage perceptions, brand image perceptions, and the decision to elect members of the legislature. The study focuses on the population of Pekalongan Regency who have the right to vote, totaling 656,249 residents aged over 17 years. Data is collected through questionnaires, and the analysis includes testing instrument validity and reliability, descriptive statistics, and quantitative analysis. The findings indicate that there is an influence of political marketing mix perceptions on brand image perceptions, as well as an influence of brand personality perceptions on brand image perceptions. However, there is no significant effect of endorser usage perceptions on brand image perceptions. The study also found that political marketing mix perceptions influence the decision to elect members of the legislature, but there is no significant influence of brand personality perceptions or the perception of the use of endorsers on this decision. Brand image perceptions, on the other hand, do influence the decision to elect members of the legislature. Interestingly, the perception of brand image does not mediate the effect of political marketing mix perceptions or brand personality perceptions on the decision to elect members of the legislature.