THE MEDIATING ROLE OF POLITICAL INNOVATION CAPACITY IN THE INFLUENCE OF PROACTIVE MARKET ORIENTATION ON VOTER PARTICIPATION IN INDONESIA

This study empirically examines the transformational mechanism linking proactive market orientation (PMO) to political participation (PP) through the mediating role of Political Innovation Capacity (PIC). Based on the Mediamorphosis Theory proposed by Fidler (1997) and a synthesis of contemporary political marketing literature, this study argues that the ability of parties and candidates to anticipate voters’ latent needs does not automatically increase participation; rather, it must be transformed through innovative capabilities that can convert strategic insights into practical engagement tools. The research employs an explanatory quantitative approach using Structural Equation Modeling (SEM). Primary data were collected from a survey of 412 respondents registered as permanent voters (DPT) in Central Java Province, a region representative of Indonesia’s demographic, sociological, and electoral complexities. Analysis results indicate that PMO has a positive and significant effect on PIC. PMO also has a direct effect on PP, while PIC serves as a strong predictor of PP. The key finding lies in the full mediating effect of PIC in the relationship between PMO and PP, at the 95% confidence interval, indicating that the influence of PMO on political participation is fully mediated through innovative capabilities. This study contributes theoretically by validating the construct of PIC as a key mechanism in political marketing and by expanding the application of Mediamorphosis Theory within the context of Indonesia’s electoral democracy. Practically, these findings underscore the importance of developing innovative capabilities as a strategic prerequisite ahead of the 2029 Simultaneous Elections.