Abstract
This research aims to investigate the impact of political brand trust on voting intention, and the role of political brand trust antecedents (i.e. reputation, integrity, familiarity). Bridging the branding theory to political context is the main contribution of this study. This study was undertaken in North Maluku Governor Election. The survey conducted prior to governor election and resulting 198 Ternate’s voters. Proposed model tested by using PLS-SEM. The result shows that candidate brand trust has positive impact on voting intention, and also, candidate integrity has play critical role to trust. Voters have put their faith on the candidate brand integrity, rather than candidate brand familiarity, and candidate brand reputation to build trust on candidate. This finding has implication on how to build voter trust on politician or political party.
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