Determinant Factors of Resilient Voter Towards Deviant Information: The Empirical Study of Politician Branding in Indonesia Elections

The article aims to investigate determinant factors of resilient voter toward deviant information during the election process in Indonesia. This empirical study also examines the essential role of deviant information as moderating variable on the relationship between voter resilience and political brand advocacy. The study uses a quantitative method with purposive sampling, the data was collected from Indonesian citizens who were eligible to vote and analyzed using the structural equation modeling. Findings suggest that voters who have already attached to the politician they preferred, not necessarily have resilience toward deviant information, they must join political brand community to become a resilient voter. This research highlights that a resilient voter toward deviant information not only influenced by political brand experience and political brand attachment, but also political brand community, a resilient voter cannot be attenuated by deviant information, they still become a political brand advocate.