Political Branding and Voter Preference Formation in the Prabowo-Gibran Campaign

Authors

  • Asep Muhamad Andriansyah Afiliasi

Keywords:

Electoral Campaign, Indonesian Election, Political Branding, Political Marketing, Voter Preference

Abstract

This study examines the role of political marketing in shaping voter preference formation during the 2024 Indonesian presidential election, focusing on the Prabowo Gibran campaign. The analysis highlights political branding as the core strategy through which campaign messages were constructed, circulated, and internalized by voters. Instead of emphasizing detailed policy agendas, the campaign relied on consistent branding, emotional narratives, and symbolic communication to influence public perception. Using a qualitative approach, this study analyzes campaign materials, media content, and public communication to identify key political marketing practices, including market segmentation, targeted messaging, candidate image repositioning, and strategic media utilization. The findings indicate that voter preferences were formed largely through emotional engagement, familiarity, and repeated media exposure rather than critical evaluation of policy alternatives. Popular culture elements such as campaign songs and digital content played a significant role in strengthening affective attachment to the candidates. The study concludes that political marketing has become a decisive force in Indonesian elections, reshaping democratic competition and voter engagement.

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Published

2026-06-02

How to Cite

Asep Muhamad Andriansyah. (2026). Political Branding and Voter Preference Formation in the Prabowo-Gibran Campaign. Candidate: Jurnal Sains Politik, 4(1), 55–72. Retrieved from https://journal.uinsgd.ac.id/index.php/candidate/article/view/53639

Issue

Vol. 4 No. 1 (2026): Candidate : Jurnal Sains Politik

Section

Articles

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Copyright (c) 2026 Asep Muhamad Andriansyah

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