The Kedah State Election (PRN) 2023 is one of the 6 states that will be held simultaneously on 12 August 2023. There are several controversial issues throughout the campaign in the state, including the issue of the leadership of the Kedah Menteri Besar from PAS, Datuk Seri Sanusi Mohd Noor, the REE metal mining issue, logging issues, water supply issues, development issues and State Government cooperation issues with the Federal Government. All these issues shape the social identity and political behavior of voters in the state. Therefore, it is the purpose of writing this article to analyze the social identity and political behavior of voters in the State of Kedah in 2023. Based on data analysis of PRN 2023 results in Kedah, observations in the field and analysis of secondary sources such as journal articles and conference papers, the findings of the study show that the social identity of the Malays based on religion, rights, status, culture, language and social values has been used as political capital by the PN party to ensure that they are seen as a party that champions the Malays compared to the unity government party. The communication machinery of the unity government, especially UMNO and Pakatan Harapan (PH) is very weak and not well organized, causing them to fail to respond to the perceptions presented by the National Alliance Party (PN). The Malay Proclamation launched by PN especially PAS has succeeded in touching the hearts of young voters who are indeed the king makers who decide which party can form the Government.