This study investigates the influence of Relationship Marketing Orientation (RMO), Electronic Word of Mouth (eWOM), and the Brand Personality of candidates for the House of Representatives on both Voting Intention and Voting Behaviour. Furthermore, it examines whether the Millennial and Generation Z cohorts moderate the relationship between Voting Intention and Voting Behaviour. To address these research objectives, a quantitative research design was employed. Data were collected through questionnaires and interviews, with a total of 600 respondents 300 from each generation who were eligible to participate in the election process. The results were analysed using Structural Equation Modelling (SEM) through the AMOS 24 software. The findings of the study reveal that RMO, e-WOM, and the Brand Personality of candidates significantly affect Voting Intention, which in turn influences Voting Behaviour. Notably, the effect of Brand Personality on Voting Behaviour was found to be more pronounced among Millennials compared to Generation Z, despite the initial effect of Brand Personality on Voting Intention being lower for both groups. This suggests a nuanced relationship between how these two generational groups respond to the candidates' brand attributes and how those responses translate into actual voting behaviour. Moreover, the study found that both Millennials and Generation Z significantly moderate the impact of Voting Intention on Voting Behaviour. This implies that for both generations, the stronger their Voting Intention, the more likely they are to translate that intention into actual voting behaviour in support of House of Representatives candidates. The findings suggest that the voting behaviour of these generational groups is closely aligned with their levels of congruence with the candidates' brand personality, extending the Theory of Reasoned Action through its integration with the concept of self-congruence. The study's contribution lies in its application of these theoretical frameworks to the context of political marketing, offering insights into how generational differences influence political decision-making processes, particularly in response to brand-related factors.