This study aims to analyze the influence of political figures on the victory of the Golongan Karya (Golkar) Party in the 2024 Legislative Election in North Sumatra Province. The research focuses on the role of Musa Rajekshah (Bang Ijeck) as Chairman of the North Sumatra Golkar Regional Leadership Council (DPD), who is considered successful in mobilizing public support through social capital, a positive public image, and effective political communication strategies. The research employed a quantitative method with a multiple linear regression approach, involving 400 respondents selected through a multistage stratified purposive sampling technique. Data were collected using a Likert scale questionnaire and analyzed through validity, reliability, and classical assumption tests, followed by hypothesis testing. The results indicate that political figures have a positive and significant influence on voting decisions, with a coefficient value of 0.414, a t-value of 8.861, a significance level of 0.000, and a contribution of 61% (R²=0.610). These findings confirm that local political figures can be a key factor in winning elections, even without the support of national figures or the dominance of money politics practices. The practical implication of this study is the importance for political parties to maintain and develop the image of figures with integrity, capacity, and emotional closeness to the community, accompanied by adaptive communication strategies for various voter segments.
Ginting et al. (Mon,) studied this question.