ANALISIS PEMANFAATAN MEDIA SOSIAL DALAM PERSONAL BRANDING MAULANA-DIZA PADA PEMILIHAN WALI KOTA DAN WAKIL WALI KOTA JAMBI TAHUN 2024

Gracia Br. Sibuea, Eugenia (2025) ANALISIS PEMANFAATAN MEDIA SOSIAL DALAM PERSONAL BRANDING MAULANA-DIZA PADA PEMILIHAN WALI KOTA DAN WAKIL WALI KOTA JAMBI TAHUN 2024. S1 thesis, UNIVERSITAS JAMBI.

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Abstract

This research aims to analyze how the candidate pair for Mayor and Deputy Mayor of Jambi, Maulana-Diza, utilize social media in building their personal branding during the 2024 Jambi Mayor and Deputy Mayor Election campaign. Social media currently has a strategic role in political communication, especially in shaping the candidate's image and influencing public perception. With a descriptive qualitative approach, this study examines various content published by the candidate pair on social media platforms such as Instagram, TikTok, and Facebook and the responses given by the public to their personal branding. The results of the study show that Maulana-Diza's personal branding strategy on social media includes three main aspects: (1) Consistency in conveying political messages that are in accordance with their vision and mission, (2) Active interaction with the public through informative and emotional posts, and (3) Utilization of influencers and local communities to expand the reach of digital campaigns. This study also found that the personal branding built by this pair succeeded in creating a positive perception among the public, which ultimately had an impact on the acquisition of 73.26% of votes in the 2024 Jambi Pilwako. Effective use of social media can increase the electability of candidates through authentic personal branding that is close to the community. Keywords: Personal Branding, Social Media, Jambi Mayoral Election, Maulana-Diza, Political Communication

Type:	Thesis (S1)
Uncontrolled Keywords:	Personal Branding, Social Media, Jambi Mayoral Election, Maulana-Diza, Political Communication
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Ilmu Sosial dan Politik > Ilmu Politik
Depositing User:	SIBUEA
Date Deposited:	05 May 2025 08:08
Last Modified:	05 May 2025 08:08
URI:	https://repository.unja.ac.id/id/eprint/78014

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