PENGARUH KOMUNIKASI, KEBIJAKAN DAN CITRA POLITIK PARTAI NASDEM TERHADAP KEPUTUSAN MEMILIH MASYARAKAT

Abstract

Political parties use specific communication approaches to reach voters and influence their choices. However, although the important role of political communication has been recognised, there is still little research concentrating on its role in the specific context of Indonesia and the National Democratic Party (NasDem). The purpose of this study is to analyse the influence of political communication, party policy, and political image on people's voting decisions in the upcoming 2024 elections.This research is quantitative research that requires numerical or statistical data in its processing. The data used in this study are primary using a questionnaire distributed to 100 respondents with criteria determined by the researcher. The data analysis technique used in this research is Structural Equation Modeling (SEM) - Partial Least Square (PLS) with the help of SmartPLS 3.2.9 software.The results showed that there was a positive and significant influence between the variables of political communication, political policy and political image of the NasDem party on the decision to vote for the people of Sumbawa in the upcoming 2024 General Election.This study concludes that, positive perceptions of communication, policies and the image of the NasDem party substantially influence the decision of the people of Sumbawa Besar to vote for the party in the upcoming general election. Trust and favourable views of NasDem's image play a significant role in shaping voter preferences, providing a strong impetus in the direction of supporting the party in the general election process.