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STRATEGI KOMUNIKASI POLITIK DALAM MEMBANGUN BRAND AWARENESS PARTAI SOLIDARITAS INDONESIA DI KABUPATEN JEMBER PADA PEMILU LEGISLATIF 2024
Indonesia has adopted a democratic system as a mechanism to regulate general elections, particularly legislative elections, through direct voting by the public in each region. This system emphasizes the role of political parties as vehicles to secure electoral victories by garnering votes. For instance, the Indonesian Solidarity Party (PSI) has employed various strategies to establish its brand and increase its vote share, including endorsing influential local figures in each region. This study investigates the strategy employed to build the brand awareness of PSI in Jember Regency during the 2024 Legislative Election, focusing on a case study of legislative candidate Abdullah Ibrahim. The research aims to understand Abdullah Ibrahim's experience in utilizing political communication to enhance public awareness of PSI in the region. Using a qualitative approach with a case study method, the study employs interviews, observations, and documentation as data collection techniques. The findings reveal that Abdullah Ibrahim implemented a brand awareness strategy through three primary approaches: the use of WhatsApp as a social media platform, brand association with local and religious values, and door-to-door campaigning. WhatsApp was chosen due to its demographic relevance and accessibility among rural communities. Meanwhile, the brand association approach leveraged Abdullah Ibrahim's religious background and support from local leaders to build public trust. The door-to-door campaign strategy provided a personal touch, fostering direct interaction with the community and strengthening positive perceptions of PSI. The results demonstrate that Abdullah Ibrahim's political communication strategy significantly improved the brand awareness of PSI in Jember Regency, despite challenges such as limited utilization of other social media platforms. This study is expected to contribute theoretically to political communication research and serve as a practical guide for other political parties in designing locally based political marketing strategies.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, NIM: 19107030099
STRATEGI KOMUNIKASI POLITIK DALAM MEMBANGUN BRAND AWARENESS PARTAI SOLIDARITAS INDONESIA DI KABUPATEN JEMBER PADA PEMILU LEGISLATIF 2024 (Text)
STRATEGI KOMUNIKASI POLITIK DALAM MEMBANGUN BRAND AWARENESS PARTAI SOLIDARITAS INDONESIA DI KABUPATEN JEMBER PADA PEMILU LEGISLATIF 2024 (Other)
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