PENGARUH CITRA PARTAI, PERSONAL BRANDING, DAN KAMPANYE DIGITAL TERHADAP MINAT MEMILIH CALON ANGGOTA LEGISLATIF DAPIL II KABUPATEN BOGOR PADA PEMILU 2024

In this era, political approaches have changed the ways in which legislative candidates attract the attention of voters. They are more creative, innovative and try to understand the problems felt by society. With this campaign strategy, a positive image is created that can make him win high votes in the 2024 election. This research aims to test the influence of party image, Personal Branding and digital campaigns on voting interest. The method used in this research is a quantitative method and the sampling used is probability sampling, namely the simple random sampling method. This research was conducted using the statistical program SPSS version 22 which was used to test the validity and reliability of the instrument, and the relationships hypothesized in the proposed theoretical model. The results of the research conducted have proven that there is no positive influence on party image on voting interest. There is a positive influence of Personal Branding on voting interest. There is a positive influence of digital campaigns on interest in voting for legislative candidates. The influence of party image, Personal Branding and digital campaigns on voting interest reached 78.3% while the remaining 21.7% was influenced by other factors. Candidates for legislative members can make useful contributions to society as important targets in political socialization, and can improve appropriate strategies to be accepted by the public which can influence the public in choosing legislative member candidates.