The Effect Of Political Brand Experience And Constituent Closeness On Voter Loyalty, With Political Trust As A Mediating Variable
DOI:
https://doi.org/10.38035/dijms.v7i6.7334Keywords:
Political Brand Experience, Constituent Closeness, Political Trust, Voter Loyalty, SEM-PLSAbstract
The number of seats won by the National Mandate Party (PAN) in the Jakarta Provincial Legislative Council (DPRD DKI Jakarta) increased from 2 seats (2014) to 9 seats (2019), and then to 10 seats (2024); however, the rate of increase slowed sharply from an additional 7 seats to just 1 seat, falling 5 seats short of the 15-seat target set ahead of the 2024 general election. This slowdown serves as the backdrop for this study, which aims to analyze the influence of Political Brand Experience and Constituent Proximity on Voter Loyalty—both directly and through Political Trust as a mediating variable—among voters in Jakarta. The study employs an explanatory quantitative approach using a five-point Likert scale questionnaire distributed online to respondents selected via purposive sampling. Of the 423 responses collected, 388 data points were deemed valid and analyzed using Partial Least Squares-based Structural Equation Modeling (SEM-PLS) with SmartPLS 4. An evaluation of the measurement model showed that all indicators were valid (outer loadings 0.705–0.803; AVE 0.518–0.573) and reliable (composite reliability 0.896–0.915). Hypothesis testing results showed that Political Brand Experience (β = 0.224; p < 0.001) and Constituent Proximity (β = 0.540; p < 0.001) had a significant positive effect on Political Trust; Political Trust had a significant positive effect on Voter Loyalty (β = 0.475; p < 0.001); Constituent Closeness has a significant positive effect on Voter Loyalty (β = 0.284; p < 0.001); whereas Political Brand Experience does not have a significant direct effect on Voter Loyalty (β = 0.073; p = 0.077). Political Trust was found to fully mediate the effect of Political Brand Experience on Voter Loyalty (indirect-only mediation; β = 0.106; p < 0.001) and to partially mediate the effect of Constituent Proximity on Voter Loyalty (complementary partial mediation; β = 0.256; p < 0.001). The research model explains 45.4 percent of the variation in Political Trust and 53.7 percent of the variation in Voter Loyalty. These findings indicate that political brand experience must be translated into trust before it can generate loyalty, while strengthening constituent closeness through access, responsiveness, and follow-up on constituents’ aspirations is the key to building trust and voter loyalty among PAN voters in DKI Jakarta
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