The Moderating Role of the Campaign Program in the Effect of the Image of the Political Party and People's Representative Council Member on Intention to Vote in the Indonesia Election

Abstract

Election campaigns represent every political party. These election campaign programs vary depending on the party's strategy. In Indonesia, election campaigns are conducted during election season. This study aims to determine how campaigns moderate the effect of political party image and candidate image on the intention to vote for members of the regional Indonesian People's Representative Council. Out of 34 provinces (nine provinces) with high, medium, and low voter density, the sampling method is stratified sampling based on the region. This study's respondents were Regional People's Representative Council electors. The program Lisrel was used to conduct an SEM- analysis of the models. The results indicate that the campaign program moderates the effect of the party's image and the image of the candidate's representative members on the intention to vote for Regional People's Representative Council members. Due to the use of millennials and the Z generation, the empirical research contributions are to implement the campaign program using the most recent effective media, such as digital media. The campaign program's message focuses primarily on the profile of an honest candidate and party initiatives that meet the needs of society. Incorporating the moderating role of the campaign program, this research also contributes to the advancement of Reason Action Theory. The study has several practical implications and remarkable future directions essential for researchers to conduct additional research.