The Influences of Political Brand Relationship Quality and Political Brand Engagement to Young Voters' Citizenship Behaviour: the Evidence From North Sulawesi Province

Authors

  • Rio AJ Dondokambey Master of Management Study Program, Faculty of Economics and Business Sam Ratulangi University, Indonesia
  • Ivonne S. Saerang Master of Management Study Program, Faculty of Economics and Business Sam Ratulangi University, Indonesia
  • Willem JF Alfa Tumbuan Master of Management Study Program, Faculty of Economics and Business Sam Ratulangi University, Indonesia

Keywords:

Marketing Politics, Political Brand Relationship Quality, Political Brand Engagement, Young Voters' Citizenship Behavior

Abstract

This research aims to examine political brand relationship quality (satisfaction, trust and brand love), political brand engagement, and young voters' citizenship behavior in North Sulawesi Province. To mobilize people's votes, political parties must play a role in political marketing, for example through social media, which can influence voter behavior. 500 respondents were selected and surveyed randomly using quantitative research methods. The research results showPolitical Brand Relationship Quality brand satisfaction has a positive and significant relationship with Young Voters' Citizenship Behavior in North Sulawesi Province, Political Brand Relationship Quality brand trust has a positive and significant relationship with Young Voters' Citizenship Behavior in North Sulawesi Province, Political Brand Relationship Quality brand love has a positive and significant relationship with Young Voters' Citizenship Behavior in North Sulawesi Province, Political Brand Relationship Quality brand satisfaction has a positive and significant relationship with Political Brand Engagement in North Sulawesi Province, Political Brand Relationship Quality brand trust has a positive and significant relationship with Political Brand Engagement in North Sulawesi Province, Political Brand Relationship Quality brand love has a positive and significant relationship to Political Brand Engagement in North Sulawesi Province, Political Brand Engagement has a positive and significant relationship to Young Voters' Citizenship Behavior in North Sulawesi Province, Political Brand Relationship Quality ( brand satisfaction) has a positive and significant effect on Young Voters' Citizenship Behavior through the moderating variable Political Brand Engagement in North Sulawesi Province, Political Brand Relationship Quality (brand trust) has a positive and significant effect on Young Voters' Citizenship Behavior through the moderating variable Political Brand Engagement in the Province North Sulawesi, Political Brand Relationship Quality (brand love) has a positive and significant effect on Young Voters' Citizenship Behavior through the moderating variable Political Brand Engagement in North Sulawesi Province.

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Published

2024-01-25

How to Cite

Dondokambey, R. A. ., Saerang, I. S. ., & Tumbuan, W. J. A. . (2024). The Influences of Political Brand Relationship Quality and Political Brand Engagement to Young Voters’ Citizenship Behaviour: the Evidence From North Sulawesi Province. International Journal of Business Diplomacy and Economy, 3(1), 118–138. Retrieved from https://inter-publishing.com/index.php/ijbde/article/view/3376