DIGITAL POLITICAL MARKETING IN THE 2024 RIAU ISLANDS REGIONAL ELECTION: THE ROLE OF SOCIAL MEDIA MEDIATION IN THE RELATIONSHIP BETWEEN POSITIONING AND VOTER PREFERENCES

Abstract

This study aims to analyze the effect of positioning on voter preferences in the context of the 2024 Riau Islands gubernatorial election, with social media acting as a mediating variable within the framework of digital political marketing. Employing a quantitative research approach with an explanatory survey design, data were collected from 349 respondents representing active voters in the Riau Islands region. The data analysis technique used was Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with the JASP 0.19.2 software. The findings indicate that positioning has a significant and positive influence on voter preferences, both directly and indirectly through social media as an intervening variable. These results emphasize the strategic importance of candidate positioning in shaping favorable perceptions and strengthening candidate images in the minds of voters. Furthermore, the study highlights the increasingly dominant role of social media as a digital communication platform that effectively bridges the relationship between candidate positioning strategies and voter decision-making. Theoretically, this study contributes to the advancement of digital political marketing literature by integrating social media as a mediating factor in the relationship between positioning and voter preferences  a dimension that has been underexplored in previous studies, particularly within the context of regional political contests in Indonesia. Practically, the research suggests that candidates and campaign teams should develop and implement consistent, relatable positioning narratives through social media channels to optimize their influence on voter preferences and behavior.