Issue Management in Political Marketing: A Case Study of the North Sumatra Regional Election in 2024

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Public services and infrastructure development significantly influence voter preferences, fostering higher community engagement.
In-depth interviews with voters and political observers revealed trust-building strategies essential for candidates.
Thematic analysis identified effective communication strategies crucial for engaging the younger generation in political choices.
Inclusive and transparent approaches are vital for candidates to adapt to public expectations and combat disinformation.

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Qualitative analysis reveals key issues influencing voter preferences in North Sumatra, highlighting social media's role in modern campaigns.

Azwita et al. (2025) studied this question.

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Qualitative analysis reveals key issues influencing voter preferences in North Sumatra, highlighting social media's role in modern campaigns.