Cantika Sashi Kirana, . (2024) POLITICAL BRANDING HJ. DESY YUSANDI DALAM MEMBANGUN CITRA KANDIDAT PADA KAMPANYE PEMILIHAN LEGISLATIF 2024 DI KOTA TANGERANG. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study focuses on the political branding strategies employed by Hj. Desy Yusandi in building her candidate image during the 2024 Legislative Election campaign in Tangerang City. Utilizing Kapferer's Brand Identity Prism theory as the analytical framework, this research explores how physical elements, relationships, reflection, personality, culture, and self-image are leveraged to create a strong and positive political identity. The research methodology employed is a case study with a qualitative approach, involving in-depth interviews with campaign team members, voters, and political analysts, as well as an analysis of campaign documentation. The findings reveal that Hj. Desy Yusandi successfully established a consistent visual identity through the use of the party's distinctive logo and colors, along with a personal appearance that reflects the values she aims to convey. Close relationships with the community, through social activities and direct interactions, significantly enhanced voter trust and loyalty. This strategy is akin to the "blusukan" approach used by President Jokowi, emphasizing the importance of direct interaction and consistency in building a positive image. Furthermore, leveraging local cultural values and maintaining an inclusive personality strengthened her connection with voters, while focusing on community empowerment programs helped to alter negative perceptions related to her past. Thus, this study underscores the importance of the elements within the Brand Identity Prism in political branding strategies and how their application can enhance support and build a strong, trusted candidate image. Recommendations are provided for other political candidates to implement effective branding strategies to achieve success in political campaigns.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.panggil: 2010413158} {Pembimbing: Restu Rahmawati} {Penguji 1: Ardli Johan Kusuma} {Penguji 2: Danis Tri Saputra Wahidin} |
| Uncontrolled Keywords: | Political Branding, Brand Identity Prism, Hj. Desy Yusandi, Candidate Image, 2024 Legislative Election Campaign. |
| Subjects: | J Political Science > J General legislative and executive papers J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | CANTIKA SASHI KIRANA |
| Date Deposited: | 17 Aug 2024 00:17 |
| Last Modified: | 17 Sep 2024 02:49 |
| URI: | http://repository.upnvj.ac.id/id/eprint/33150 |
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