ANALISIS PERSONAL BRANDING WILLIAM ADITYA SARANA SEBAGAI POLITISI MUDA MELALUI MEDIA SOSIAL INSTAGRAM
DOI:
https://doi.org/10.54964/manajemen.v10i1.454Keywords:
personal branding, Instagram, social mediaAbstract
The revolution in the digital era, supported by current technological advancements, makes it easier for people to connect and interact with each other. Social media, especially Instagram, has become an effective tool for political figures to build personal branding and conduct digital political campaigns. This study focuses on the formation of William Aditya Sarana's personal branding on Instagram using Rampersad's (2008) authentic personal branding criteria, which includes eight characteristics: authenticity, integrity, consistency, specialization, relevance, visibility, persistence, and good behavior.
This research uses a qualitative descriptive approach and a case study research method. Data were obtained through in-depth interviews and document studies. The results of the study show that William Aditya Sarana successfully fulfills the eight characteristics of authentic personal branding, enabling him to build a strong, authentic, and positive personal brand on Instagram. This effective personal branding fosters trust in the minds of the audience, attracting more people and increasing their interest in his political development, thereby gaining votes in elections. These findings indicate the importance of social media in personal branding strategies for political figures in the digital era.
References
Awaliyah, C., Dewi, D. A., & Furnamasari, Y. F. (2021). Media Sosial Mempengaruhi Integrasi Bangsa.
https://doi.org/https://doi.org/10.31004/jptam.v5i3.2259
Halim, U., & Dyah Jauhari, K. (2019). Pengaruh Terpaan Media terhadap Partisipasi Politik dalam
Pilkada DKI Jakarta 2017. Jurnal Aspikom, 4(1), 45–59.
Harahap, M. A., & Adeni, S. (2020). TREN PENGGUNAAN MEDIA SOSIAL SELAMA PANDEMI DI
INDONESIA.
Holliman, Geraint, & Jennifer Rowley. (2014). Business to business digital content marketing: marketers’
perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), 269–293.
Kietzmann, T. C., Spoerer, C. J., Sörensen, L. K. A., Cichy, R. M., Hauk, O., & Kriegeskorte, N. (2019).
Recurrence is required to capture the representational dynamics of the human visual system.
Proceedings of the National Academy of Sciences of the United States of America, 116(43), 21854
https://doi.org/10.1073/pnas.1905544116
Kotler, p., Kertajaya, H., & Setiawan. (2017). Pemasaran 4.0 Beralih Dari Tradisional ke Digital. Jersey
Maulidya Nurivananda, S., Fitriyah, Z., Pembangunan, U., Veteran, N. ", & Timur, J. (2023). The Effect
Of Content Marketing And Live Streaming On Purchase Decisions On The Social Media Application
Tiktok (Study On Generation Z Consumers @Scarlett_Whitening In Surabaya) Pengaruh Content
Marketing Dan Live Streaming Terhadap Keputusan Pembelian Pada Aplikasi Media Sosial Tiktok
(Studi Pada Konsumen Generasi Z @Scarlett_Whitening Di Surabaya). In Management Studies and
Entrepreneurship Journal (Vol. 4, Issue 4). http://journal.yrpipku.com/index.php/msej
Mulyadi, F. (2023). Strategi Personal Branding Prabowo Subianto Sebagai Capres Melalui Media Sosial.
Journal Of Global Humanistic Studies Philosophiamundi.Id, 1(1), 1–11.
Putra, F. S. D. P., BS, D. A., T, Y. S., Hartati, A., Amane, A. P. O., Hanika, M. I., Yusanto, Y., Nugroho,
H., & Sri Wahyuni, N. (2022). MARKETING POLITIK (Teori dan Konsep) (N. S. Wahyuni, Ed.; 1st
ed., Vol. 1). Widina Bhakti Persada Bandung. www.penerbitwidina.com
Rampersad, H. K. (2009). Pencitraan merek pribadi yang autentik: Cetak biru baru untuk membangun dan
menyelaraskan merek kepemimpinan yang kuat.
Rita Fiantika, F., Wasil, M., & Jumiyati, S. (2022). METODOLOGI PENELITIAN KUALITATIF (Yuliarti
Novita & M.HUm, Eds.; 1st ed., Vol. 1). : PT. GLOBAL EKSEKUTIF TEKNOLOGI.
www.globaleksekutifteknologi.co.id
Sifwah, M. A., Nikhal, Z. Z., Dewi, A. P., Nurcahyani, N., Latifah, R. N., Program, S., Manajemen, F.,
Ekonomi, D., Bisnis, U., Pamulang, K. T., Selatan, P., & Banten, I. (2024). MANTAP: Journal of
Management Accounting, Tax and Production E-Penerapan Digital Marketing Sebagai Strategi
Pemasaran Untuk Meningkatkan Daya Saing UMKM. Mudrika Aqillah Sifwah, 2(1).
Jurnal
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Cyntia Aldapratiwi, Agus Wahyono
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
