While people do vote for who they like, I do believe if you show consistent competency eventually the voters will turn in your favor. Some people are more likable than others, the trick is to understand your own likability or not and work with it.
I did not vote in this election for the person I like most, I actually voted for the person I trust most to put TNP's needs first at this point in time.
EDIT: And likability is not a frivolous trait when it comes to governance either, imo. If people like you they tend to believe you and work with you more easily than if they don't. And leaders need people to follow them and it is easier to follow someone you like. Because if you don't like them, you'll need to respect them and respect is more difficult to earn than likability, imo. But popularity contests can lead to regions with bad leaders if those leaders only have a likability trait.