Trust to loyalty: Examining the impact of political branding on voter behavior

Abstract

This study analyzes the political branding strategy of the Political Party Partai Gelombang Rakyat (GELORA) Indonesia, implemented to build a modern, inclusive, nationalist political identity in increasingly fierce political competition. By adopting the constructivism paradigm and using qualitative research methods based on case studies, this study explores how the Political Party GELORA utilizes various mass media platforms, digital media, and community-based programs to expand the reach of its political communication. The findings of this study show that this Political Party's strategy focuses on campaign efficiency through digitalization, innovation in communication methods, and the placement of cadres in strategic government positions as a form of political legitimacy. Excellence programs, such as free education and eradicating illiteracy, have been a significant source of support, especially from the younger generation and women. Despite limited resources, the Political Party has successfully implemented a long-term strategy that blends value-based branding and a multi-channel approach. This research makes theoretical and practical contributions by offering a new understanding of the importance of synergy between political narratives, the use of digital technology, and the management of Political Party reputation in contemporary politics. Further research can focus on an in-depth analysis of the effectiveness of nationalism and Islamic values-based strategies in building voter loyalty and applying artificial intelligence technology to create more personalized and effective political campaigns.