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Pilkada Amidst a Pandemic: The Role of The Electronic Word of Mouth in Political Brand and Voting Intention

Jurnal Ilmu Sosial dan Ilmu Politik · Vol. 25 No. 1 (2021) · hlm. 32–47

DOI
10.22146/jsp.63986
ISSN
2502-7883, 1410-4946
Terbit
2021-10-01
Penerbit
Faculty of Social and Political Sciences, Universitas Gadjah Mada
Bahasa
eng
Lisensi
creativecommons.org/licenses/by-nc-nd/4.0

Abstrak

The Regional Head Election campaign frequently uses electronic Word of Mouth (eWOM) communication because of social media's growth and the Covid-19 pandemic that took place during the election year. In commercial brands, eWOM impact has influence brand equity and purchase decisions. However, in political brands, this has not been proven. Therefore, by using the regional head candidate of Purbalingga Regency as a political brand, this study examines the effect of eWOM on developing candidate brand equity and relates it to voting intention. Brand equity using a brand pyramid model with brand equity forming variables consisting of a candidate brand awareness, a candidate brand performance-imagery, a candidate brand judgment-feelings, and a candidate brand resonance. The study involved 260 respondents who are people of Purbalingga Regency who may vote and use social media. The sampling method used was purposive sampling by conducting direct interviews with respondents. Data were analyzed using Structural Equation Model Partial Least Square (SEM PLS) analysis. The results showed that electronic Word of Mouth has a positive and significant effect on brand equity development variables. Developing brand equity affects the voting intention on candidate brand awareness and candidate brand resonance. The Result of this study found electronic Word of Mouth to have no direct influence on voting intention.

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  • IPB University
  • Parahyangan Catholic University
  • Sekolah Tinggi Manajemen IPMI
  • Binus University
  • Ewha Womans University
  • Lampung University
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Rekan penulisOrganisasiArtikel bersama
Lilik Noor YuliatiIPB University2
Fauziah EddyonoIPB University2
Dudung DarusmanIPB University2
Tutut SunarmintoIPB University2
Popong NurhayatiIPB University2
Indriana LaksmiIPB University2
Enny KristianiIPB University1
Asep SaefuddinIPB University1
Muh. Darmin Ahmad PellaIPB University1
Arief DaryantoIPB University1
KirbrandokoIPB University1
Irman HermadiIPB University1
Iqbal ImaduddinIPB University1
Sarah Bunga Dili Oktavia GultomIPB University1
Joko PurwonoIPB University1
Liza Agustina Maureen NellohSekolah Tinggi Manajemen IPMI1
Hartoyo HartoyoIPB University1
Aman WirakartakusumahSekolah Tinggi Manajemen IPMI1
So-Hyun JooEwha Womans University1
Elke AlexandrinaIPB University1
Istiharini IstihariniParahyangan Catholic University1
Terra Saptina MaulaniParahyangan Catholic University1
Herry PurnomoIPB University1
Johannes Widjaja WahonoBinus University1
Bambang Dwi WijanarkoBinus University1
Bustanul ArifinLampung University1
Putri PuspitasariAfiliasi tidak diketahui1
Christria PutriAfiliasi tidak diketahui1
Ma'mun SarmaAfiliasi tidak diketahui1
Bagus SartonoIPB University1
Hartoyo HartoyoIPB University1
Febriandi RahmatullohIPB University1
Affan Hilman SutartoIPB University1
Harianto HariantoIPB University1
Yudha Heryawan AsnawiIPB University1
Theresia GunawanParahyangan Catholic University1
Andreas ChangParahyangan Catholic University1

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Sumber metadata: OAI-PMH (metadata jurnal) http://jurnal.ugm.ac.id/jsp/oai, pertama di-harvest 9 Nov 2026, terakhir terlihat 9 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en-US">Pilkada Amidst a Pandemic: The Role of The Electronic Word of Mouth in Political Brand and Voting Intention</dc:title>
	<dc:creator>Fitriani, Linda</dc:creator>
	<dc:creator>M Munandar, Jono</dc:creator>
	<dc:creator>Sumarwan, Ujang</dc:creator>
	<dc:subject xml:lang="en-US">electronic Word of Mouth; candidate brand building; voting intention</dc:subject>
	<dc:description xml:lang="en-US">The Regional Head Election campaign frequently uses electronic Word of Mouth (eWOM) communication because of social media's growth and the Covid-19 pandemic that took place during the election year. In commercial brands, eWOM impact has influence brand equity and purchase decisions. However, in political brands, this has not been proven. Therefore, by using the regional head candidate of Purbalingga Regency as a political brand, this study examines the effect of eWOM on developing candidate brand equity and relates it to voting intention. Brand equity using a brand pyramid model with brand equity forming variables consisting of a candidate brand awareness, a candidate brand performance-imagery, a candidate brand judgment-feelings, and a candidate brand resonance. The study involved 260 respondents who are people of Purbalingga Regency who may vote and use social media. The sampling method used was purposive sampling by conducting direct interviews with respondents. Data were analyzed using Structural Equation Model Partial Least Square (SEM PLS) analysis. The results showed that electronic Word of Mouth has a positive and significant effect on brand equity development variables. Developing brand equity affects the voting intention on candidate brand awareness and candidate brand resonance. The Result of this study found electronic Word of Mouth to have no direct influence on voting intention.</dc:description>
	<dc:publisher xml:lang="en-US">Faculty of Social and Political Sciences, Universitas Gadjah Mada</dc:publisher>
	<dc:contributor xml:lang="en-US">Ary Susanto, Indekstat research and data science</dc:contributor>
	<dc:contributor xml:lang="en-US">IPB University, Department of Management Science</dc:contributor>
	<dc:date>2021-10-01</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:type xml:lang="en-US">quantitative method, Structural Equation Model</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.ugm.ac.id/jsp/article/view/63986</dc:identifier>
	<dc:identifier>10.22146/jsp.63986</dc:identifier>
	<dc:source xml:lang="en-US">Jurnal Ilmu Sosial dan Ilmu Politik; Vol 25, No 1 (2021): July; 32-47</dc:source>
	<dc:source xml:lang="id-ID">JSP (Jurnal Ilmu Sosial dan ilmu Poltik); Vol 25, No 1 (2021): July; 32-47</dc:source>
	<dc:source>2502-7883</dc:source>
	<dc:source>1410-4946</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.ugm.ac.id/jsp/article/view/63986/pdf</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2021 Jurnal Ilmu Sosial dan Ilmu Politik</dc:rights>
	<dc:rights xml:lang="en-US">http://creativecommons.org/licenses/by-nc-nd/4.0</dc:rights>
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