A STUDY OF FACTORS INFLUENCING YOUNG VOTERS’ CHOICE BEHAVIOR

In recent years, the participation and turnout of young people in the parliamentary and presidential elections has been decreasing dramatically year by year. Therefore, we aimed to study what should be considered in order for young people to actively participate in elections and what strongly influences their choices. A survey was conducted among young people aged 18-30 in order to investigate which factors have a strong influence on the voter’s choice behavior. Research data were analyzed using SPSS28 and SMART PLS-4 software. The results of this study show that individual political interest, political involvement, political trust and candidate PR have a strong influence on the young voter’s behavior. However, social media campaign and politician’s image had less impact than expected. The results of this study would help individuals, parties, and agencies participating in the upcoming elections determine how to motivate the lowest-turnout youth to participate in elections.