Title:
The Influence of Popularity, Achievement, Campaign Strategy, and Support from Mass Organizations on the Electability of Celebrity Legislative Candidates (Study: East Java Region Electoral District 1)

Authors:
Fikratan Pandu Nusantara, Tulus Haryono, Indonesia

Abstract:

This study investigates the impact of popularity, achievements, campaign strategies, and support from mass organizations on the electability of artist legislative candidates in Electoral District (Dapil) 1, East Java, within the context of the 2024 elections. Employing a quantitative methodology, the research utilizes Structural Equation Modeling–Partial Least Squares (SEM-PLS) and gathers data through surveys and in-depth interviews with eligible voters in the district. The results show that popularity, campaign strategy, and mass organization support have a positive and significant influence on electability, with coefficient values of 0.297; 0.251; and 0.203, respectively. Meanwhile, the achievement variable does not show a significant influence (β = 0.013; p = 0.824). The findings confirm the importance of a strategic political communication approach and social collaboration in increasing the electability of celebrities as legislative candidates. This research makes a theoretical contribution in developing a political marketing model based on personal branding and offers practical implications for political parties and candidates in developing effective campaign strategies.

DOI: https://doi.org/10.51505/IJEBMR.2025.9526