ANALISIS BRANDING POLITIK MELALUI PROGRAM KAMPANYE DESAK ANIES DALAM MENINGKATKAN POPULARITAS ANIES BASWEDAN PADA PILPRES 2024

Noor Cahyo Rama Nugroho, . (2025) ANALISIS BRANDING POLITIK MELALUI PROGRAM KAMPANYE DESAK ANIES DALAM MENINGKATKAN POPULARITAS ANIES BASWEDAN PADA PILPRES 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze how the “Desak Anies” campaign program was designed and implemented as a political branding strategy for Anies Baswedan in the 2024 Indonesian Presidential Election, as well as to assess how effectively the program influenced the popularity and electability of candidate pair number one. Theresearch employs a descriptive qualitative approach, with data collected through indepth interviews, documentation, and non-participant observation. The analytical framework used is Catherine Needham’s political branding theory, which includes six indicators of branding success: simplification of political choices, differentiation, trust-building, aspirational messaging, representation of the politician’s personal values, and consistency of political image. The findings indicate that “Desak Anies” successfully built a positive political image for Anies Baswedan and increased his popularity, especially among young, rational, and urban voters. Its interactive, two-way communication format created emotional closeness between the candidate and the public. However, the campaign faced limitations in reaching pragmatic voters in rural areas, who tend to respond more to direct incentive-based campaigns and structured political networks. This resulted in the suboptimal conversion of popularity into significant vote gains in the 2024 election. In conclusion, although “Desak Anies” succeeded as a political communication strategy and a personal branding tool, the program needs to be complemented with more pragmatic and structured approaches to broaden voter outreach and improve electoral effectiveness in future elections.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110413155] [Pembimbing: Abdul Ghofur] [Penguji 1: Nurdin] [Penguji 2: Restu Rahmawati]
Uncontrolled Keywords: Desak Anies, political campaign, political branding, Catherine Needham, 2024 presidential election, electability, popularity
Subjects: J Political Science > JA Political science (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1)
Depositing User: NOOR CAHYO RAMA NUGROHO
Date Deposited: 08 Sep 2025 01:10
Last Modified: 08 Sep 2025 01:10
URI: http://repository.upnvj.ac.id/id/eprint/38814

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