The Influence of Marketing and Personal Capability on Voter Trust: Mediated Effect of Personal Branding

Abstract

Purposes: The aim of this study is to examine the influence of relationship marketing and personal capabilities on voter trust through personal branding.   Theoritical Framework: This study consists of four variables consisting of 2 exogenous variables, namely relationship marketing and personal capability, with the intervening variable personal branding and the exogenous variable voter trust. Consists of five hypotheses on the direct influence of exogenous variables on endogenous ones and two indirect hypotheses testing the intervening role of personal branding.   Method: The sample used was 400 voters distributed in West Java Province, Indonesia. The data was processed using the AMOS structural equation model (SEM) approach.   Result and Conclussion: It is proven that relationship marketing has a significant positive effect on personal branding and voter trust. Relationship marketing has no significant effect on voter trust. Personal capability has a direct effect on personal branding and voter trust. Personal branding has a significant positive effect on voter trust. It is proven that personal branding mediates the influence of relationship marketing and personal capability on voter trust.   Originality/Value: Studies have proven that personal branding mediates the influence of relationship marking and personal capability on voter trust which has not been found in previous studies. These results contribute to legislative candidates who will advance in the general election to occupy legislative seats. Because the research was only in West Java, future researchers can expand the research sample to other provinces in Indonesia.