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Winning the election; determining the main reasons for decision to vote in religious country

Nofrizal (Fakultas Ekonomi dan Bisnis, Universitas Lancang Kuning, Pekanbaru, Indonesia)
Aznuriyandi Aznuriyandi (Fakultas Ekonomi dan Bisnis, Universitas Lancang Kuning, Pekanbaru, Indonesia)
Zulkarnain Zulkarnain (Fakultas Ekonomi dan Bisnis, Universitas Riau, Pekanbaru, Indonesia)
Sucherly Sucherly (Padjadjaran University, Bandung, Indonesia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 13 June 2024




All presidential and legislative candidates want to be the winner. However, they do not know the determinants of voters' reasons for making choices. This study aims to investigate the role of education level, political party brand reputation, religiosity brand personality and e-WOM on voters' decisions with implications for voters' loyalty.


The survey method was used to collect data from 1206 respondents who have the right to vote through offline and online using Google forms shared on social media platforms—data analysis using Structural Equation Modeling using the SmartPLS 4.0 program.


The results showed that Brand Reputation of Politics can encourage brand Religious Personality and e-WOM. Brand Religious Personality is a factor that causes the decision to vote. However, the level of education is not a determining factor for Brand Religious Personality and e-WOM. In addition, brand religious personality, e-WOM and Decision to vote can mediate Brand Reputation of Political loyalty.

Practical implications

The findings from this study can help political parties and candidates develop strategies tailored to voters' needs and increase their chances of winning elections.


The novelty in this study is the development of a model that has never been tested before that uses factor sources from marketing science literacy such as Brand, e-WOM and Loyalty. This study also used moderation variables namely choosing decisions, e-WOM, and religious brand personality. The object of this research was conducted in Indonesia, which is included in the list of developing countries but has never been done in any country. The analysis tool uses the new SEM-PLS version 4.0, so it has a level of novelty and implications that are important for political marketing.



The authors would like to express their deepest gratitude to all authors, respondents and Universitas Lancang Kuning for the financial and moral support given in this research.

Conflict of interest: The author(s) declared no potential conflicts of interest.


Nofrizal, Aznuriyandi, A., Zulkarnain, Z. and Sucherly, S. (2024), "Winning the election; determining the main reasons for decision to vote in religious country", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print.



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