Trust to loyalty: Examining the impact of political branding on voter behavior

Mochamad Mirza (), Engkus Kuswarno (), Yanti Setianti () and Hanny Hafiar ()

International Journal of Innovative Research and Scientific Studies, 2025, vol. 8, issue 3, 4437-4444

Abstract: This study analyzes the political branding strategy of the Political Party Partai Gelombang Rakyat (GELORA) Indonesia, implemented to build a modern, inclusive, nationalist political identity in increasingly fierce political competition. By adopting the constructivism paradigm and using qualitative research methods based on case studies, this study explores how the Political Party GELORA utilizes various mass media platforms, digital media, and community-based programs to expand the reach of its political communication. The findings of this study show that this Political Party's strategy focuses on campaign efficiency through digitalization, innovation in communication methods, and the placement of cadres in strategic government positions as a form of political legitimacy. Excellence programs, such as free education and eradicating illiteracy, have been a significant source of support, especially from the younger generation and women. Despite limited resources, the Political Party has successfully implemented a long-term strategy that blends value-based branding and a multi-channel approach. This research makes theoretical and practical contributions by offering a new understanding of the importance of synergy between political narratives, the use of digital technology, and the management of Political Party reputation in contemporary politics. Further research can focus on an in-depth analysis of the effectiveness of nationalism and Islamic values-based strategies in building voter loyalty and applying artificial intelligence technology to create more personalized and effective political campaigns.

Keywords: Digitalization; Political branding; Political communication; Political party GELORA; Voter loyalty. (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ijirss.com/index.php/ijirss/article/view/7534/1612 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aac:ijirss:v:8:y:2025:i:3:p:4437-4444:id:7534

Access Statistics for this article

International Journal of Innovative Research and Scientific Studies is currently edited by Natalie Jean

More articles in International Journal of Innovative Research and Scientific Studies from Innovative Research Publishing
Bibliographic data for series maintained by Natalie Jean ().