%0 Thesis
%9 Skripsi
%A Rennyta Puspitasari, NIM.: 20107030048
%B FAKULTAS ILMU SOSIAL DAN HUMANIORA
%D 2024
%F digilib:68699
%I UIN SUNAN KALIJAGA YOGYAKARTA
%K Personal Branding, Media Baru, Instagram, Media Kampanye
%P 122
%T STRATEGI MEMBANGUN PERSONAL BRANDING PRABOWO SUBIANTO PADA PEMILU 2024 MELALUI PEMANFAATAN INSTAGRAM  (STUDI DESKRIPTIF KUALITATIF PADA KONTEN AKUN INSTAGRAM @PRABOWO)
%U https://digilib.uin-suka.ac.id/id/eprint/68699/
%X The dominance of young voters in the 2024 elections makes Instagram an arena for presidential candidates to attract the attention of young voters through efforts to build personal branding. This research aims to analyze Prabowo Subianto's personal branding strategy based on Montoya and Tim Vandehey's model. This research is descriptive qualitative with observation and documentation study in its data collection. The results showed that Prabowo Subianto used strategies in building his branding for the 2024 elections by utilizing Instagram features such as Title, Hashtag, Mention, Location or Geotag, and Comment. Prabowo Subianto's strategy is to perceive himself as the successor to President Joko Widodo's leadership. The more massive use of Instagram in the 2024 Election is proof that Prabowo Subianto has conducted a brand assessment periodically. Prabowo Subianto also consistently built personal branding through the use of Instagram as a civilian figure who is firm and friendly. Instagram has proven to be an effective and relevant publication tool and promotional strategy for Prabowo Subianto in the 2024 Election, although there are features that are not utilized, namely Follow and Like.
%Z Pembimbing: Handini, M.I.Kom