ANALYSIS OF POLITICAL MARKETING FACTORS IN THE 2024 SIMULTANEOUS REGIONAL ELECTIONS IN SUKABUMI CITY

Abstract

The 2024 Regional Elections in Indonesia, including Sukabumi City, mark the first-ever simultaneous elections held on the same date nationwide. The increasing number of registered voters and voter participation rates in Sukabumi City pose challenges for candidates in crafting effective political marketing strategies to attract voters. This study aims to analyze the impact of political marketing factors on voter decision-making in 2024 simultaneous regional election in Sukabumi City. This research adopts a quantitative approach using descriptive analysis and logistic regression analysis. Data were collected through surveys distributed to eligible voters in Sukabumi City. The final sample size consisted of 1,000 respondents. The analysis was conducted using IBM SPSS Statistics for Windows Version 26. The results indicate that all political marketing factors significantly influence voter decision making. Specifically, campaign programs, candidate’s educational and social background, candidate visits, interactions with voters, advertisements, media usage, and social media engagement play a crucial role in shaping voter decision making.