Factors Affecting Perceived Decision Making Among Filipinos in National Elections: An Integration of Theory of Planned Behavior and Behavioral Decision Theory

Canares, X. J. G.; Estipular, L. L. C.; Protacio, T. M. A.; Ramos, B. D. P.; Kurata, Yoshiki; Ngo, Joehanna K.

doi:10.1109/ieem55944.2022.9990002

2022 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM) 2022

DOI: 10.1109/ieem55944.2022.9990002

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Factors Affecting Perceived Decision Making Among Filipinos in National Elections: An Integration of Theory of Planned Behavior and Behavioral Decision Theory

X. J. G. Canares

L. L. C. Estipular

T. M. A. Protacio

et al.

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2024

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Cited by 2 publications

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Political marketing mix and the influence of social media promotion on voting decision through perceived value: a study of the 2020 South Tangerang city election

Wiwoho,

Rohman

2024

IJRBS

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This research aims to examine the influence of Marketing Mix (4P) variables consisting of product, price, place, and promotion, perceived value, and vote decision. The approach used in this research is a quantitative approach. The sample used in this research is the community in South Tangerang City registered in the Permanent Voter List in the 2020 South Tangerang City Regional Election, totaling 175 respondents. Research data was obtained from the result of filling out a questionnaire and analyzed using Structural Equation Modeling analysis techniques with the help of the Smart PLS program. The results of this research show that (i) Political Product affects the voting decision; the higher the political product possessed by the political candidate, the higher the voting decision, and vice versa; (ii) Political Price affects the voting decision; the higher the Political Price, the higher the voting decision, and vice versa; (iii) Political Place does not have a significant effect on voting decision, which means that people in South Tangerang City prefer promotion through social media; (iv) Political Promotion affects the Voting Decision; the higher the Political Promotion, the higher the Voting Decision, and vice versa; (v) Political Promotion affects perceived value; the higher the political promotion, the higher the perceived value in the community, and vice versa; (vi) Perceived Value affects the Voting Decision; the higher the Perceived Value, the higher the Voting Decision, and vice versa; (vii) Perceived Value positively mediates the relationship between Political Promotion and Voting Decision. The promotion variable has the highest value and the strongest influence on voting decision. In general, the conclusion drawn from this research is that the implementation of Marketing Mix (4P) is important in influencing the voting decision of the community in South Tangerang City. Political candidates can pay attention to these aspects to strengthen their advantage in future political contests.

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Political marketing mix and the influence of social media promotion on voting decision through perceived value: a study of the 2020 South Tangerang city election

Wiwoho,

Rohman

2024

IJRBS

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Examining How Candidate Attributes Shape Gen Z Perceptions for the 2025 Philippine Senate Elections Using Conjoint Analysis

Sumatra

2024

JIP

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Understanding Generation Z's political preferences is essential for candidates who engage this influential demographic in the 2025 Philippine Senate elections. Despite the growing importance of Gen Z in the electorate, limited research exists on the specific candidate attributes that shape their voting decisions. This study, conducted in Davao City, addresses this gap by examining how Gen Z perceives various candidate attributes through the lens of Multi-Attribute Utility Theory (MAUT) and Rational Choice Theory (RCT). Using conjoint analysis with the PAPRIKA method, the study evaluated the relative importance of six key attributes: political experience, educational background, stance on issues, party affiliation, campaign style, and age group. Data from 1,380 respondents were analyzed to ensure a robust representation of Gen Z preferences. Results reveal that political experience (31.0%) and educational background (18.1%) are the most influential factors, followed by stance on issues (17.2%) and party affiliation (15.8%), with campaign-style (10.8%) and age group (7.2%) being less significant. Gen Z voters in this study preferred candidates with substantial experience, advanced academic credentials, and a progressive stance on social and environmental issues, favoring digital over traditional campaign strategies. These findings have theoretical and practical implications, enriching the understanding of Gen Z's decision-making processes and highlighting their prioritization of competence, authenticity, and modern communication. Politicians can use these insights to develop targeted campaign strategies that resonate with Gen Z values, emphasizing progressive policies, qualifications, and digital engagement. By aligning campaign approaches with Gen Z's expectations, candidates have a strategic opportunity to connect meaningfully with this emerging voting bloc in the Philippine political landscape

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Factors Affecting Perceived Decision Making Among Filipinos in National Elections: An Integration of Theory of Planned Behavior and Behavioral Decision Theory

Cited by 2 publications

References 22 publications

Political marketing mix and the influence of social media promotion on voting decision through perceived value: a study of the 2020 South Tangerang city election

Political marketing mix and the influence of social media promotion on voting decision through perceived value: a study of the 2020 South Tangerang city election

Examining How Candidate Attributes Shape Gen Z Perceptions for the 2025 Philippine Senate Elections Using Conjoint Analysis

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