KAESANG'S COAT-TAIL EFFECT: INFLUENCE AND IMPLICATIONS FOR PSI'S POLITICAL BRANDING IN THE 2024 ELECTION

Kristian Hamonangan Siregar, . (2024) KAESANG'S COAT-TAIL EFFECT: INFLUENCE AND IMPLICATIONS FOR PSI'S POLITICAL BRANDING IN THE 2024 ELECTION. Jurnal Ilmu Sosial Indonesia, 5 (2). pp. 153-167. ISSN 2808-8816

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Abstract

In the Indonesian political system, the coat-tail effect phenomenon is often utilized by political parties to increase electability through popular public figures. The coat-tail effect refers to a situation where the popularity of a figure can have a positive impact on vote support for other parties or candidates affiliated with them. One example of the implementation of this strategy is the appointment of Kaesang Pangarep, President Joko Widodo's youngest son, as Chairman of the Indonesian Solidarity Party (PSI) ahead of the 2024 elections. With his popularity as a young figure and his closeness to the president, Kaesang was expected to boost PSI's votes to reach the 4% parliamentary threshold. This study aims to analyze the influence and implications of Kaesang Pangarep's Coat-tail effect in increasing the votes of the Indonesian Solidarity Party (PSI) in the 2024 Election using a political branding approach. The research method used is qualitative and non-participant observation. The results showed that despite Kaesang's high popularity as a public figure, his involvement did not succeed in pushing PSI over the 4% parliamentary threshold, with votes only reaching 2.8%. Some of the main factors that led to this failure include the weak institutionalization of PSI's ideology, delays in campaign strategy, and the negative sentiment towards dynastic politics attached to Kaesang's figure. The research also found that Kaesang's presence managed to increase public attention, especially among young voters. This finding confirms that the popularity of public figures must be balanced with a structured political branding strategy and strong party ideological values to create a significant electoral impact.

Item Type:	Article
Additional Information:	[No Panggil : 2110413042} [Pembimbing : Restu Rahmawati}
Uncontrolled Keywords:	Coat-tail effect, Political branding, Indonesian Solidarity Party (PSI), Election 2024.
Subjects:	J Political Science > JA Political science (General) J Political Science > JC Political theory
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1)
Depositing User:	KRISTIAN HAMONANGAN SIREGAR
Date Deposited:	13 Feb 2025 04:32
Last Modified:	13 Feb 2025 04:32
URI:	http://repository.upnvj.ac.id/id/eprint/35985

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