Which is the Stronger Influence of Voting Intention: Candidate Credibility or Party Credibility?

This research examines the influence of the political party credibility and presidential candidate personal credibility on voting intention in the presidential election setting. The dual credibility model which is taken from the marketing communication fields is tested with structural equation modeling using the online survey data of 422 respondents collected during the Indonesian presidential campaign held in 2014. The results suggest that only candidate credibility which has a significant influence on voting intention both directly and indirectly via attitude toward the candidate brand. In contrast, party credibility has no influenced on voting intention in the direct presidential election setting.