Electoral Attitudes, Electoral Decision-Making, and Voting Experiences During the 2025 Philippine National and Local Elections: A Qualitative Inquiry

Abstract

This qualitative study explored the electoral attitudes, decision-making processes, and voting experiences of voters in San Agustin, Isabela during the 2025 Philippine National and Local Elections. Using a phenomenological qualitative research design, the study sought to understand how voters perceived political participation, evaluated candidates, and navigated their electoral choices within the local political context. Data were gathered through in-depth semi-structured interviews with fifteen registered voters selected through purposive sampling. Thematic analysis following Braun and Clarke’s framework was employed in analyzing the data. Findings revealed that voters’ electoral decisions were shaped by interconnected factors including perceptions of candidate integrity, public service performance, community relationships, family influence, political trust, and exposure to social media information. Participants emphasized the importance of honest leadership, accessibility of candidates, and visible community engagement in influencing their voting preferences. The study further revealed that while some voters practiced issue-based and reflective voting, others experienced challenges related to misinformation, political pressure, and emotional political attachment. The findings highlight the evolving nature of local electoral behavior in rural Philippine communities and underscore the importance of political awareness, voter education, and ethical political communication in strengthening democratic participation. The study contributes to the growing body of literature on electoral behavior and democratic engagement within localized Philippine political settings.