The Effect of Candidate Branding and Election Socio-Economics On Voter Loyalty In Regional Elections In Palangka Raya City With Candidate Image as an Intervening Variable

Introduction: This study aims to analyse and explain the influence of candidate branding and voters’ socio-economic conditions on voter loyalty in the regional head elections (Pemilukada) in Palangka Raya City, with candidate image serving as an intervening variable. Methods: Using a quantitative approach, this research employed a survey method involving 400 respondents proportionally selected from various sub-districts in Palangka Raya. Data were gathered through structured questionnaires and analysed using Structural Equation Modeling (SEM) to assess both direct and indirect relationships among variables. Results: The results show that candidate branding has a positive and significant effect on candidate image, and that candidate image significantly mediates the influence of branding on voter loyalty. Additionally, voters’ socio-economic conditions also impact candidate image, with their influence on voter loyalty becoming stronger when mediated by candidate image. Conclusions: These findings suggest that efforts to foster voter loyalty should prioritize building an authentic, credible, and community-relevant candidate image, taking into account the local socio-economic context. Theoretically, this study supports approaches in political communication and voter perception theory. Practically, it offers strategic guidance for candidate success teams in designing effective branding and campaign communication strategies based on socio-economic voter segmentation.